Tito’s Handmade Vodka is to highlight the power and potential of digital platforms among Millennial shoppers at the TFWA World Exhibition and Conference 2017 in Cannes.
The company attributes its rapid rate of adoption around the world to social media. In Cannes, Tito’s International said it would demonstrate the appeal of “quality, good value and authentic” craft brands and focus on capturing the spending power of Millennials.
“Tito’s Handmade Vodka is catching on fast with Millennials the world over and we look forward to discussions in Cannes and sharing our exciting plans to drive purchase,” said Tito’s International Managing Director John McDonnell.
“Digital platforms are fundamental when communicating with Millennials and with industry predictions indicating a US$67 billion duty free opportunity by 2020, it’s now time for a unified platform to seize the opportunity and cement future growth.”
McDonnell called for speciality displays of craft spirits in stores around the world, and said Tito’s would unveil plans to build its in-store presence, with expanded facings, improved shelf positions and more bottle formats at the Cannes show.
The company said it would also launch a winter season gift bag exclusively in travel retail. The ‘Ugly Sweater’ is described as a “fun, photographable and shareable package”. It follows the introduction of gift bags earlier this year to celebrate Chinese New Year and Independence Day in the USA. To mark the Year of the Dog in January, Tito’s will release a travel retail exclusive themed red velvet bag for Chinese New Year.
Airport activations will also play a key role in Tito’s expansion strategy. The company introduced a Chicago-style pop up bar activation in Las Vegas’ McCarran International Airport and will now roll the concept out to other US airports. These will include New York’s John F. Kennedy Airport in November. “The bar’s brick warehouse façade plays on the brand’s craft image and allows visitors to sample America’s original craft spirit in cocktails as well as neat,” Tito’s said.
