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Tito’s vodka ramps up US TR activity
Tito’s Handmade Vodka has launched a series of “high impact” activations at key locations in US travel retail as it seeks to grow the momentum building behind the brand.
The corn-based vodka, distributed by Edrington WEBB Travel Retail Americas, has rolled out activity in partnership with retailer International Shoppes at Boston Logan International Airport and JFK International and La Guardia airports in New York, focusing on the brand’s heritage and ‘craft’ credentials.
Installations comprise store entrance, wall bays and gondolas branding designed to communicate Tito’s origins in Austin, Texas. The activity also features tasting bars, where shoppers are invited to taste to product neat or in cocktails.
The activation will also get under way at Dallas International Airport in April.
“We are delighted to see one of our favourite home-grown spirits brands expand its presence in store,” said International Shoppes vice president, Scott Halpern.
“Tito’s Handmade Vodka is a highly sought-after American brand amongst US and foreign travellers. By making it more visible in store we will attract impulse shoppers as well as those who seek out Tito’s. Additional sizes and price points will also broaden appeal.”
John McDonnell, Tito’s International managing director, added: “As word spreads, more and more people are discovering Tito’s and are inspired by the story behind it. Its quality and craft credentials appeal to our core millennial shopper audience, not only attracting loyal fans to pick up a bottle but also introducing new drinkers. This high impact presence will further heighten interest in the brand.”
Tito’s Handmade Vodka is available in North American travel retail in a range of formats, from 375ml up to 1.75-litre bottles, in addition to the 1-litre size.
Earlier this year, the brand entered it’s 100th market, Slovenia. In addition, Tito’s is now featured on menus on board Celebrity Cruise ships and Carnival vessels, with further developments to follow, the brand says.