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Tito’s reveals South America TR strategy
Tito’s Handmade Vodka is to use the upcoming IAADFS Duty Free Show of the Americas to share its strategy to target South American travel retail shoppers in key markets.
Tito’s Handmade Vodka is embarking on a South Americas expansion strategy in travel retail
Countries in the expansion plan include Chile and Argentina, where the ‘craft’ segment is growing and consumers seek “quality brands with authenticity”, the brand says.
According to the Tito’s team, there are 1.75 billion millennials globally who spend a majority of their disposable income on travel and entertainment – another target for the brand.
“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,” said John McDonnell, Tito’s International managing director.
“Craft spirits are one the biggest purchasing blocks in the world right now and as a pioneer of the movement, we recognize 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.”
McDonnell has led a push into “high impact” activations, including initiatives at Boston Logan International Airport and JFK International and La Guardia airports in New York.
“The past year has been a phenomenal success for Tito’s Handmade Vodka – demand is very strong,” McDonnell continued. “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.”
The brand is distributed in the channel by Edrington Webb Travel Retail Americas. Director of sales, Jada Portela, added: “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.”
The IAADFS Duty Free Show of the Americas will take place in Orlando, Florida, from 26-29 March 2017. It is expected that this year’s exhibition will be the last in its current format as the trade association organisers prepare to merge the event with the Association Sudamericana de Tiendas Libres (ASUTIL) flagship conference from 2018.