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Belvédère Duty Free Managing Director Wojtek Wydro with Bruce Willis, part-owner of the Sobieski Vodka brand |
DENMARK. Sobieski Vodka’s success in domestic markets has been extended to travel retail with Brand Ambassador and part-owner Bruce Willis leading the way, according to Belvédère Duty Free, which handles the brand in travel retail.
“It is the year of vodka for us,” said Belvédère Duty Free Managing Director Wojtek Wydro. “We are really focused on Sobieski Vodka, especially after the huge success of Sobieski in the US, France, Spain, China and Brazil. Sobieski Vodka’s success shows why it is the fastest-growing premium vodka in the world.
“Following Sobieski Vodka’s growth in the domestic markets across Europe with Bruce Willis, we are looking for ways to further extend this promotion to travel retail.”
Sobieski Vodka, the number one selling premium vodka in Poland, is honouring its Polish heritage and showcasing the brand’s authenticity through its award-winning Truth in Vodka campaign. Belvédère Duty Free is using the brand’s success in the domestic markets as the gateway to travel retail with positive results, the firm said.
Said Belvédère Duty Free Sales Director Torben Vedel Andersen: “The strategy for Sobieski Vodka is that we are opening more and more major domestic markets in the world. China. India. Brazil. These domestic markets will then be our way into travel retail.
“We will first pick up the domestic markets and then the surrounding duty free and travel retail. We are growing in distribution. We now have duty free business for Sobieski Vodka throughout the world. We are very much in Europe, but also in North America, South America, the Middle East, Africa and Asia.”
Sobieski Vodka is listed with major travel retailers Dufry, Aldeasa and Gebr Heinemann, as well as with a growing number of other travel retailers.
Hollywood actor Bruce Willis, part-owner of the brand with 3.3% of its parent company’s stock, stars in a series of web videos with Sobieski’s CEO, Krzysztof Trylinski, titled “Bruce Has Ideas”. The videos, featured on www.truthinvodka.com, poke fun at the marketing tricks and trendiness of other vodka brands.
Belvédère Duty Free’s vodka focus will be highlighted in a refurbished stand at the TFWA World Exhibition in Cannes that will showcase Sobieski Vodka, Danzka Vodka and the new 4 Orange Premium Vodka, which was unveiled at the 2010 IAADFS show in Orlando earlier this year.
“We are unveiling the “˜vodkafication’ of the Belvédère Duty Free booth in Cannes,” enthused Vedel Andersen.
At the TFWA World Exhibition, Belvédère Duty Free will also show several flavoured vodkas from Sobieski for the first time outside of Polish duty free (Stand number: Green Village H52).
For details, contact Belvédère Duty Free, Wojtek Wydro at ww@belvedere.dk or Torben Vedel Andersen at tva@belvedere.dk Visit www.truthinvodka.com
About Belvédère Duty Free A/S
Belvédère Duty Free A/S, based in Copenhagen, Denmark, is responsible for the sales of the entire Belvédère spirits portfolio in global duty free. Leading this portfolio are Danzka Vodka, the fourth best-selling premium vodka in global duty free, and Sobieski Vodka, the world’s seventh best-selling premium vodka with sales of more than 2.5 million cases. Belvédère Duty Free is owned by European spirits producer Belvédère SA, which is based in France and is listed on the French Stock Exchange. Belvédère SA has major production facilities in Poland, France, Bulgaria and Lithuania.
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