Tito’s Handmade Vodka ramps up visibility in Americas duty free

Tito’s Handmade Vodka is set to increase its presence in the Americas duty free in 2018 via activations at airports and on cruise lines.

At next month’s Summit of the Americas, Tito’s will share an installation with Sazerac outside the main exhibition area. It will recreate the pop-up craft bar that appeared in Las Vegas McCarran International Airport last summer.

The Tito’s pop-up bar first featured with Dufry at Las Vegas McCarran Airport last summer, aiming to portray the brand’s “no fuss” image

Tito’s Handmade Vodka International Managing Director John McDonnell said: “This year at the Summit of the Americas we are taking an alternative approach to better share our story with customers and letting them experience Tito’s for the exceptional craft vodka that it is.

“Tito’s epitomises the American Dream and it’s vital that we communicate its story effectively with customers, encouraging them to recognise the importance of craft spirits, particularly vodka, which is the second-largest spirits category in the channel.”

Tito’s has posted high double-digit sales growth in Americas duty free over the last year and the company is looking to build on that momentum. Activations this year will include a video wall at the International Shoppes store at JFK International Airport, a storefront takeover at Boston Logan International Airport and a new permanent Tito’s display feature at Dallas Fort Worth International Airport.

High visibility: Tito’s has taken over the storefront of the International Shoppes store at Boston Logan International Airport

The company will increase its visibility on cruise lines via more branding on back bar displays and the creation of specialty menus, featuring new cocktails and ‘standout’ retail promotions. Tito’s is partnering with a number of cruise lines, including Celebrity, Royal Caribbean Cruises, Norwegian Cruise Line, Carnival Cruise Line and Disney Cruise Line.

In Latin America, Tito’s has announced a new partnership with Dufry which will see the brand launch in Brazil, Argentina, Chile, Peru and Uruguay. Supporting promotions will take place later in the year.

McDonnell continued: “Duty free is an important channel for Tito’s. The brand has performed extremely well in the Americas over the last year, posting high double-digit growth. Our unique promotional programmes including the Tito’s Red, White and Blue burlap gift bags for the 4th of July, as well as Tito’s Ugly Sweater for the holiday season are driving this success.

“The craft category is exciting and continues to grow, which contrasts markedly with the steep decline in demand for premium and super premium mass produced vodkas in travel retail.”

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