 |
Sobieski’s award-winning “Truth in Vodka” campaign was a finalist for the Best New Consumer Product Introduction |
DENMARK. Belvédère SA’s Sobieski Vodka, the top-selling premium vodka in Poland, has continued to make important inroads in international and duty free markets over the past year despite the economic crisis, reports Belvédère Duty Free Managing Director Wojtek Wydro.
“Sobieski’s growth is going against the prevailing trend. Sales and listings are increasing in a declining market, which has demonstrated the brand’s fundamental growth potential,” he said.
Sobieski Vodka is offered at a very fair price, which is extremely relevant in today’s economy, Wydro added. The brand’s growth has been accelerated by its high profile in the US domestic market over the past 18 months, where it is handled by Belvédère’s US subsidiary, Imperial Brands Inc.
“Not only did sales quadruple in the US in 2008 to reach more than 280,000 nine-litre cases – but Sobieski is on track to sell more than half a million cases in 2009, which is only its second year in the market,” he enthused.
In February 2009, Sobieski was named one of Impact magazine’s “Hot Brands”, which is giving the brand “excellent recognition” throughout the world, he continued.
Growth has also been boosted by Sobieski’s award-winning “Truth in Vodka” campaign, which was named one of five finalists for the Best New Consumer Product Introduction in 2008 by the Golden Quill in the US.
Bruce Willis: The new face of Sobieski
 |
A marketing campaign starring American actor Bruce Willis will break in selected travel retail markets in 2010 |
Following Belvédère’s recent announcement that Bruce Willis will be the face of Sobieski Vodka, Wydro revealed that a marketing campaign starring the famous American actor will break in selected duty free and travel retail markets in 2010.
“This is truly exciting,” enthused Wydro. “When we signed the agreement, Bruce Willis said: “˜I am very selective about what I choose to associate myself with. Sobieski Vodka impressed me because of its quality, authenticity and affordability.'”
In early October, Willis expanded this relationship with Belvédère, announcing that he would be investing personally and financially in the company. Willis’ new relationship includes becoming associated with the company’s marketing strategy, together with Belvédère Group’s other brands around the world. Willis will be nominated to the Belvédère Group’s Board of Directors at the next general meeting of shareholders.
“In Europe, Sobieski Vodka has grown considerably, even in accounts that have been impacted by the current crisis. In duty free and travel retail, it is currently listed with key players, for instance Gebr Heinemann, Dufry and Aelia,” Wydro continued. “We are now developing Sobieski in global duty free. Belvédère considers Sobieski a core brand in our duty free portfolio.”
In addition to Sobieski, Belvédère Duty Free will be showcasing at the 2009 TFWA World Exhibition its entire portfolio of vodkas, including the award-winning Danzka Vodka, the number four best-selling vodka in global duty free and travel retail, its Marie Brizard liqueurs and Cognac Gautier (stand number: Green Village H52).
For details, contact the Belvédère Duty Free team at dutyfree@belvedere.dk
* In 2007, Sobieski Vodka was ranked the number one vodka in the premium category by the Beverage Testing Institute in a blind-tasting of 108 vodkas, the largest review of vodkas in its history, and earned a Gold Medal and Best Buy Award. It was also ranked number one in a blind-tasting of 25 major international vodka brands conducted by La Revue du Vin de France, one of France’s top wine and spirits publications.
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 and liqueurs portfolio in global duty free. Leading this portfolio are Danzka Vodka, the fourth best-selling premium vodka in global duty free, Sobieski Vodka, the world’s seventh best-selling premium vodka with sales of more than 2.5 million cases, and French premium liqueur brand Marie Brizard. 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, US, Bulgaria and Lithuania.
MORE STORIES ON BELVÉDÈRE DUTY FREE
American actor Bruce Willis to invest in Belvédère – 07/10/09
Belvédère Group, Imperial Brands boost Canada team – 02/10/09
Belvédère Duty Free unveils Danzka “˜design evolution’ – 21/09/09
Belvédère Duty Free aiming to expand Sobieski and Danzka vodka brands in Asia – 01/05/09
