Polish bison-grass vodka brand Żubrówka has launched a sampling programme across Dufry’s European airport retail network.
The activity – which focuses on airports in Tenerife, Basel, Prague and Milan (Malpensa) – plays on the Russian Standard-owned brand’s ‘enchanted forest’ advertising imagery. It features imaginative and engaging merchandising and sampling theatre to draw consumers into stores.
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The activity plays on the brand’s ‘enchanted forest’ advertising imagery |
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Russian Standard General Manager of Global Travel Retail Walter Kooijman said: “This first sampling activation with Żubrówka in European airports this year is very exciting. We believe Żubrówka will continue to grow the vodka category in this important sales channel.”
Żubrówka’s signature cocktail, a mix with apple juice, is among the drinks being served to illustrate the versatility of the brand.
“We are happy to be showcasing the unique Żubrówka bison-grass vodka in our stores and expect this eye-catching promotion to drive penetration into our shops and conversion to purchase when consumers taste Żubrówka,” said Dufry Product Manager Liquor Nancy Steinberg.
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