 | Belvédère Duty Free Sales Director Torben Vedel Andersen pictured at the 2009 IAADFS show beside the Danzka Vodka Limited Edition bottles |
DENMARK. Belvédère Duty Free, the travel retail supplier of Danzka and Sobieski vodka brands, has revealed details of its 2009 global duty free marketing plan for Danzka as the brand prepares to step up its distribution in Asia.
Speaking to The Moodie Report during the IAADFS Duty Free Show of the Americas last month, where Belvédère Duty Free exhibited alongside its sister company Imperial Brands under the company’s new structure in the Americas region, Sales Director Torben Vedel Andersen spoke of his plans to expand the Danzka brand in Indo-China and find distributors in Australia and New Zealand.
To this end, Vedel Andersen will be exhibiting at the TFWA Asia Pacific show next month (Stand number: C6), following a presence at the Singapore fair last year when he made many good contacts. “We started looking at Asia as a market last year,” he said. “We were at TFAP last year and got a lot of good contacts, so we will be there again this year. We are already present – successfully – at airports in countries like Thailand and Malaysia, and Lotte in Seoul, as well as India, Vietnam and Taiwan. We’re in Hong Kong and China already, but we need to expand there. Our next step is to find distributors in other places like New Zealand and Australia.”
New promotional programme
Belvédère Duty Free is also stepping up its gwp and promotional programme this year for Danzka. Last winter the company gave away a five-pack of Anthon Berg chocolates as a gwp. The brand’s newly released black Limited Edition ‘Snowflakes’ bottle, which is available to travel retailers from spring 2009 for a period of two to three months, has paved the way for new gwp variations and on-pack promotions, said Vedel Andersen.
Gwps for 2009 will include a customised pack of Danzka Vodka playing cards in a bottle-shaped metal box packed with a neckhanger, depicting 32 different cocktail recipes on the cards; a Danzka Vodka security bag for LAGs packed as a neckhanger; a luggage tag; and a pen containing a floating Danzka bottle.
For airport retailers the company is proposing a “super branded promotion” consisting of many different elements, including floor graphics, Danzka Vodka bar, fridge display, gondola, large and small column displays, roll up banners and plastic ice cubes to decorate the area “in the Danzka vodka spirit”.
A super branded promotional area has already been installed at Copenhagen Airport.
For details contact Torben Vedel Andersen, Sales Director, Belvédère Duty Free, Generatorvej 6A, DK-2730 Herlev, Denmark, tel: +45 36 98 30 00, fax: +45 44 41 41 21, e-mail tva@belvedere.dk
MORE STORIES ON BELVÉDÈRE DUTY FREE
Belvédère Duty Free updates strategy with new structure in the Americas – 05/03/09
Belvédère launches limited edition Danzka Vodka – 14/11/08
Belvédère Duty Free to launch new Limited Edition Danzka Vodka bottle in Cannes – 14/10/08
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