Dufry has welcomed a three-month duty free exclusivity at Melbourne Airport for VDKA 6100, the ultra-premium, whey-based vodka from New Zealand introduced this week into travel retail worldwide via The Moodie Davitt Report.com
The Nuance Group (Dufry) Business Manager Liquor Steven Stothard said, “For us, travel retail is all about offering a unique product mix and an inspirational shopping experience to our customers. We are therefore delighted that ASM* have chosen to work with us to launch VDKA 6100 into the travel retail sector.
“Furthermore, we will have the product exclusively for three months in our Melbourne Airport store before it goes into wider distribution, enabling our customers to be the first to discover this exceptional vodka in the airport environment.”
As reported, VDKA 6100 (pronounced Vodka sixty-one hundred) is being unveiled to the travel retail community through an unprecedented week-long launch campaign on The Moodie Davitt Report.com. The campaign includes quirky, sometimes irreverent video advertising featuring American actor Robert De Niro, the Oscar-winning star of Raging Bull, Taxi Driver, The Godfather, Once upon a time in America and many others.
Today we show the final two 30-second videos, in which De Niro underlines the qualities of the vodka and its packaging, as well as the purity of its New Zealand origins.
De Niro has been closely involved with the brand’s design, packaging, branding and positioning and features on six video advertisements being featured exclusively this week on The Moodie Davitt Report.com
VDKA 6100 is being handled in duty free by experienced drinks and travel retail executive Greg Phillips, now Hong Kong-based Sales Director Asia for ASM. He was formerly Global Key Account Manager Global Travel Retail for Treasury Wine Estates.
“We are proud to partner with Dufry and launch VDKA 6100 as an exclusive for three months,” Phillips said. “These are exciting times for ASM as we look to expand into new markets and seek new partnerships within travel retail globally.”
Coming up tomorrow: Artisan Spirit Merchants on why VDKA 6100 “isn’t just another vodka”
*ABOUT VDKA 6100
VDKA 6100, featuring the tagline ‘The Drink of Choice’, is priced at A$62.99 (US$48) in duty free, in a single unflavoured reference.
The brand is owned by Artisan Spirit Merchants (ASM), a Melbourne-based entrepreneurial, boutique spirits company founded by Julian Moss and Simon Sibia in 2004. ASM leapt to prominence by creating a brand called VODKA O that grew to number three vodka in the highly competitive Australian market.
MORE FROM THE DE NIRO VIDEO ADVERTISING CAMPAIGN FOR VDKA 6100
15-second versions
30-second versions (1)
