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Absolut bears fruit at DFS Group’s T2 Singapore Changi store |
SINGAPORE. DFS Group is the first travel retailer in the Asia Pacific region to launch Absolut Ruby Red, adding the new grapefruit flavoured vodka to its Singapore Changi stores.
The launch of Absolut Ruby Red follows in the footsteps of previous regional debuts at Changi, including Absolut Raspberri and Absolut Apeach.
“The Changi outlet is a natural choice for introducing a new Absolut product to the marketplace in the Asia Pacific region,” said V&S Absolut Spirits Area Manager Marc Fogtmann. “Changi has substantial international passenger traffic and DFS operates an excellent duty free outlet there, ideal for creating high impact promotions,” he added.
Fogtmann highlighted the advantages of the DFS Changi stores: “For example, the “˜mix it’ bar at the rim of the [T2 – Ed] shop creates high brand visibility for passing passengers, giving the brand an opportunity to communicate directly with the traveller. Promoters serving mixed drinks at the bar not only talk up the brand, but also draw passengers into the shop – increasing penetration which benefits all categories.”
Maxxium Global Travel Retail Regional Director Joel Lafon emphasised the “good and open relationship with DFS” as being the key to success. “DFS is always open to exploring new opportunities and sharing their views for the mutual benefit of all parties,” he said.
Absolut Ruby Red is available in Changi now and will be listed throughout the region on an ongoing basis.
For details, contact: Helena Nordlund, V&S Absolut Spirits Global Travel Retail, on +46 8 744 7490 or +46 705 25 44 22; or email helena.nordlund@absolut.se.
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