Tito’s Vodka to grow travel retail visibilityBy Owen Bellwood
Texas-based vodka brand Tito’s has announced that it will increase its presence across travel retail in American airports and cruise lines throughout 2018.
The ‘handmade’ vodka brand will invest in installations at key airports across America and will partner with cruise lines based in the US in order to help grow the craft spirits category in travel retail.
The announcement follows Tito’s high double-digit sales growth in duty free over the last year and will see the brand instal a video wall at the JFK International Airport, takeover a storefront at Boston Logan International Airport and instal a new permanent display at Dallas Fort Worth International Airport.
At the Duty Free and Travel Retail Summit of the Americas trade show in March, Tito’s will also recreate its pop-up bar, which appeared at Las Vegas McCarren International Airport last summer.
John McDonnell, international managing director of Tito’s Handmade Vodka, said: “Duty free is an important channel for Tito’s. The brand has performed extremely well in the Americas over the last year, posting high double-digit growth.
“The craft category is exciting and continues to grow, which contrasts markedly with the steep decline in demand for premium and super-premium mass produced vodkas in travel retail.”
As well as airport installations, Tito’s will increase its visibility on-board cruise liners, with an increased number of back bar displays and speciality menus featuring Tito’s signature serves.
McDonnell added: “Tito’s epitomises the American dream and it’s vital that we communicate its story effectively with customers, encouraging them to recognise the importance of craft spirits, particularly vodka, which is the second-largest spirits category in the channel.”
The American vodka brand recently announced it would be expanding its distribution footprint by launching in Chile and Peru.