Tito’s targets Asia Pacific millennials with its craft vodka

American craft spirit specialist Tito’s International is focusing on millennial consumers as it plans to increase its footprint in the Asia Pacific market.

At this year’s TFWA Asia Pacific Exhibition & Conference (Stand B37), the company will launch a series of seasonal gift bags. It will also highlight the role “exciting and engaging” craft spirit displays in attracting millennial shoppers and boosting sales.

thumbnail_Titos bottleThe company, which noted recent gains in Hong Kong, Singapore, South Korea, Australia and New Zealand, said it is focusing on filling distribution gaps and establishing the brand in other key markets, including China, Taiwan and Japan.

“Asia Pacific is an important region for Tito’s International as 60% of the world’s millennials, its target demographic, live in Asia,” Tito’s International stated.

Tito’s said it will highlight the brand’s growing appeal amongst this ‘core’ audience.

“This appeal is coupled with a growing interest in Americana, a trend which is partly fuelled by more non-stop flights from the region to the USA. In addition to tourists discovering Tito’s when visiting the USA, it is also being enjoyed in domestic markets across the region, giving consumers another opportunity to try the brand,” the company said.

Tito’s International Managing Director John McDonnell said: “Tito’s Handmade Vodka is gaining an increasingly strong foothold in the region and quickly building a loyal fan-base outside of the USA, generating a great opportunity for operators to capitalise on the American craft spirits trend.

“We look forward to meeting with potential partners and operators at TFWA Singapore to embark on the next phase of development and embed the brand further in this important region.”

Tito’s International said its increased visibility in Asia follows the success of its Chinese New Year promotional gift bags to mark The Year of the Rooster.

Tito’s Handmade Vodka Duty Free Specialist Barry Geoghegan commented: “We introduced Tito’s to key locations in Asia just last year and are really pleased with how the brand is gaining traction amongst all nationalities of travellers in the region.

“This year the new gift bags will extend our on-shelf presence and provide the perfect choice to celebrate special occasions across the year.”

Tito’s Handmade Vodka is available in the Asia Pacific region through a number of key retailers, including DFS, King Power Thailand, Heinemann Asia Pacific, Lotte Duty Free, James Richardson, Aer Rianta International and The Shilla Duty Free.

*NOTE: Tito’s Handmade Vodka sponsors The Moodie Davitt Report’s The Spirit of Independence series which focuses on family, independent, entrepreneurial companies in travel retail, and on the personalities that lead and shape them. If you would like to feature in this column, please contact Dermot@MoodieDavittReport.com.

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