Stoli gets the summer party started with elit Ushuaïa 2016 |
Stoli’s elit Vodka has announced a second signature bottle collaboration with the Palladium Hotel Group’s Ushuaïa Ibiza Beach Hotel. elit Ushuaïa 2016 will launch exclusively with Dufry-owned World Duty Free on 30 April and will feature in promotions throughout Ibiza and UK airports.
Stoli Group says the bottle celebrates the brand’s commitment to “delivering extraordinary products and service”. Its launch coincides with the opening of the party season in Ibiza, known as the “unofficial party capital of the world”.
elit Ushuaïa 2016 comes in a frosted version of the elit bottle, modelled after the vodka’s freeze-filtration process and “unrivalled” precision. The hummingbird logo is printed in matte black ink and positioned to interact with the elit branding and wrapping round the Ushuaïa Ibiza Beach Hotel text.
The launch will be supported with a range of high-profile promotions from May to September, including an elit Destination Bar in the World Duty Free stores at London Heathrow Terminal 2 and Terminal 5, Gatwick South Terminal, Stansted and Glasgow airports in June. Sampling will be available via exclusive cocktails. Other promotions will include a branded space at the main shop at Ibiza Airport throughout the whole promotional period, and participation in the four month World Duty Free Summer Drinks Festival.
The activations will be supported by hostess outfits, neck hangers on the 70cl and 1.75 litre bottles and launch kits.
elit Global Marketing Manager Piet-Hein Schnellen said: “We set the bar quite high with the success of last year’s partnership. However, between the unique and elegant new bottle design and the partnership with Dufry to add such strong travel retail outlets to our distribution, we’re expecting the 2016 sequel to reach even more shelves and glasses. We cannot wait to toast the summer and Ushuaïa’s summer visitors while enjoying the world’s best music and party scene.”
Stoli Group Global Duty Free & Travel Retail Director Jean-Philippe Aucher added: “Travel retail will play a vital role in the marketing strategy for the elit Ushuaïa 2016 limited edition and we are delighted to be working closely with World Duty Free to ensure that passengers travelling through all key UK and Ibiza airports will have the opportunity to experience and engage with the ultra-luxury vodka elit.
“Throughout the summer, travelling consumers will be invited to become part of the Ushuaïa Ibiza Beach Hotel daytime party scene – regardless of whether they are going to the White Island or not. For those that are going/returning from Europe’s party island, it’s an amazing way to capture holiday memories.”
Palladium Hotel Group Brand Ambassador and PR & Sponsoring Manager Danny Gómez Korf commented: “We are looking forward to building on the success of our 2015 partnership with this even more beautiful and eye-catching version. Ushuaïa and elit Vodka pride ourselves on a distinct sense of style. The new limited edition bottle showcases the personality of the two brands and complements the elegance and spirit of Ibiza.”
Dufry Global Category Head of Liquor David De Miguel said: “Partnering with Stoli Group to bring the elit Ushuaïa 2016 limited edition bottle to life through our in-store promotional areas and tasting bars has been a pleasure.
“Our aim is to look for activations that will create a real experience and sense of theatre for our customers to capture their interest, building sales of elit of course, but also the spirits category in general. We’re confident that passengers on their way to and from Ibiza will be immediately attracted to the promotional areas – but the activation will have a wider appeal to travelling consumers in general and is perfect for building interest over the summer months.”
