DENMARK. Belvédère Duty Free has announced a new structure and organisation for 2009 in the Americas. Imperial Brands, Belvédère Duty Free’s sister company, is now managing the retailer’s brands, which include Danzka vodka and Sobieski vodka.
“Imperial Brands Inc, based in Palm Beach, Florida, and with a regional office in Panama, has now taken over the day-to-day management control of the business in the US, Caribbean, Central and South America. With the added resources of Imperial Brands, we are expanding our business and coverage rapidly,” Belvédère Duty Free Sales Director Torben Vedel Andersen said.
 |
The Danzka Vodka Limited Edition |
The Imperial Brands team comprises President Chester Brandes, Vice President US National Accounts/Duty Free Paul Massey and Regional Director Caribbean and Latin America Tito Gonzalez.
Andersen will continue to oversee the Danzka vodka portfolio in the region, as well as move forward in his expanded role of Sales Director for European Key Accounts and Asia. Andersen reports to Belvédère Duty Free Managing Director Wojtek Wydro.
In Canada, the brand is handled directly by Belvédère Canada, under General Manager Boris Kariev, reporting to Wydro. The company has been on an aggressive launch programme for Danzka since opening a Toronto office in January 2008, increasing volume four times since being introduced in the country’s domestic market one year ago.
The Imperial Brands team will be exhibiting with Belvédère Duty Free at the IAADFS Duty Free Show of the Americas (Stand number: 2600).
 |
Imperial Brands Marketing Director Timo Sutinen shows off the grand prize of the IAADFS draw – a Sobieski golf bag |
The two companies are inviting delegates to the Duty Free Show of the Americas to demonstrate their golf skills. A putting competition will be held at the booth, where participants qualify for the draw to win a Sobieski Vodka Golf Bag. The winner will be drawn at noon on Wednesday, 26 March.
In addition, Belvédère Duty Free will be introducing a variety of classic and novelty products at the show. One highlight is Danzka Vodka’s first Limited Edition, which was unveiled in Cannes and will now be available in the Americas.
Called “˜Snowflakes’, the Danzka Vodka Limited Edition is the winning selection from a challenge Belvédère presented to the students of the famed Danish Design School. The students were asked to decorate the Danzka vodka bottle in a way that underlines the brand, the heritage and the pedigree.
“The Danzka Vodka Limited Edition has produced super sales for us wherever it has been launched in domestic markets. It is rolling out now in duty free and we are optimistic of its success,” said Andersen. The Danzka Vodka Limited Edition will be available from spring 2009. It is currently available in 25 European airports and will launch in select Asian markets at the TFWA Asia Pacific Exhibition in Singapore in May.
 |
Belvédère Duty Free is targeting sales of 500,000 nine-liter cases of Sobieski in 2009 |
Sobieski Vodka is another key focus for Belvédère Duty Free/Imperial Brands Group at the Fort Lauderdale show. Sobieski Vodka is said to have enjoyed a high profile in the US domestic market over the past year through the efforts of Imperial Brands. Sobieski sales quadrupled in the US in 2008 from 68,000 nine-liter cases to more than 280,000 nine-liter cases; the company is targeting sales of 500,000 cases in 2009.
Topping off the sales effort, in February Impact Magazine named Sobieski one of its “˜Hot Brand’ winners for 2008, a notable achievement in its first full year of sales, the company added.
“We are now making Sobieski available in the US duty free and other travel retail markets,” said Imperial Brands Vice President US National Accounts/Duty Free Paul Massey.
But the company management knows that it is facing a difficult year. “Sales in Latin America are vulnerable and the travel retail market is facing tough times throughout the region,” commented Andersen. “We are hoping to see some recovery in the spring or summer. Even then, our sales may be lower than last year. But we are not pessimistic and are looking to hold our own. We are confident that travel retail in North America will work with both Danzka Vodka and Sobieski and will be further strengthened through the efforts of the new Imperial Brands organisation.”
MORE STORIES ON BELVÉDÈRE DUTY FREE
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
Belvédère builds on Asian foothold – 02/06/08
[comments]
