Tito’s Handmade Vodka is looking to extend its travel retail footprint in South America following ‘successful’ sales of the craft spirit in US duty free outlets.
The company said it is targeting Chile and Argentina in particular in its bid to grow the craft spirits category and to cater for consumers who are seeking “quality brands with authenticity”.
Tito’s Handmade Vodka will feature at next month’s IAADFS Duty Free Show of the Americas in Orlando (Stand 923). There, the brand said it will emphasise the buying power of millennials and the importance of craft spirits, particularly vodka, which is the second-largest spirits category in the duty free channel.
Tito’s International Managing Director John McDonnell said: “With the rise of craft and the increasing appetite of millennials for products with a great back-story, operators should capitalise further on the category.
“Craft spirits are one of the biggest purchasing blocks in the world right now and, as a pioneer of the movement, we recognise the strength of this trend and believe that if operators display craft products together, they will attract more shoppers in-store and increase sales across the board.”
According to Tito’s, 1.75 billion millennials spend the majority of their disposable income on travel and entertainment. The company said the millennial demographic is the “ideal target” as these consumers seek meaningful connections with brands that have a story to tell.
Tito’s has collaborated with retail partners to establish craft spirit displays that will attract millennials and help boost sales. According to the brand, engaging displays have been effective in the USA – a market which continues to be important for the brand.
“The past year has been a phenomenal success for Tito’s Handmade Vodka; demand is very strong,” McDonnell added.
“2017 promises to be another great year for Tito’s across US duty free, both in airports and cruise lines and we have exciting plans in place to expand our footprint and visibility.”
Edrington WEBB Travel Retail Americas Director of Sales Jada Portela commented: “IAADFS is an important platform to share our vision and communicate plans for the year ahead. By working in partnership with Tito’s and customers we will continue to deliver significant profitable growth.”
NOTE: The Moodie Davitt Report, in association with Tito’s Handmade Vodka, publishes a Spirit of Independence series. The series focuses on family, independent, entrepreneurial companies in travel retail, and on the personalities that lead and shape them. Motibhai Group Chairman & CEO Kirit Patel featured earlier this month.
