US. Haleybrooke International , a new company formed by long-time Seagram duty free executive Patrick Nilson, is showing its super-premium vodka, Ultimat, at the Duty Free Show of the Americas this month in Orlando.
The recommended duty free retail is US$50 to US$52 compared with around US$14 for a standard vodka. But Nilson claimed the quality of the vodka allied to its upmarket presentation, would ensure it did well in the travel retail channel.
“Ultimat Vodka has been successful at its price point because it gives the duty free retailer the opportunity to trade up consumers in the vodka category ,” Nilson told The Moodie Report. “The US$50 to US$52 price point is attainable because of the beautiful decanter which becomes a gift with purchase – as the labels can be peeled off after the product is consumed ,” he added.
The company has introduced the product with a special canister that was created for travel retail . “We now have commitments for Hong Kong, Bangkok, Dubai, Abu Dhabi, Bahrain, Aruba, Mexico City, Cancun, Newark, Houston and Bermuda ,” Nilson said. “Our hard launch for Ultimat Vodka will be at the IAADFS this month and we expect to add a lot of new listings at the show.”
Ultimat Vodka is owned by Adamba Imports based in New York. The brand was introduced less than two years ago and has been a big success in the US domestic market. It is already in distribution in over 90% of the US markets and enjoys excellent distribution in upscale restaurants and hotel bars. The vodka is a blend of Polish potato, wheat and rye vodkas. It is packaged in a hand blown, cobalt blue, Polish crystal decanter.
Haleybrooke International represents Ultimat Vodka worldwide for travel retail and will assist in opening up selected domestic markets.
Contact: For travel retail enquiries, email Patrick Nilson at p.nilson@haleybrooke.com
Stand in Orlando: 501/503
