After spending the last two years on the cocktail menus at some of the hottest bars in New York City and New Jersey, ultra-premium, whey-based New Zealand vodka VDKA 6100 (pronounced Vodka sixty-one hundred) has now arrived in global travel retail.
The brand is making its debut with Dufry on a three-month exclusive basis at Melbourne Airport in a dedicated pop-up store.
To celebrate the launch, The Moodie Davitt Report is unveiling details of the brand progressively throughout this week. In particular, starting today (see below), we’re showing examples of the brand’s quirky video advertising campaign featuring American actor Robert De Niro, the Oscar-winning star of Raging Bull, Taxi Driver, The Godfather, Once upon a time in America and many others.
Dubbed ‘The Drink of Choice’, VDKA 6100 is priced at A$$62.99 in duty free, in a single unflavoured reference.
The brand is owned by Artisan Spirit Merchants (ASM), a Melbourne-based entrepreneurial, boutique spirits company founded by Julian Moss and Simon Sibia in 2004, which created a brand called VODKA O that grew to number three vodka in the highly competitive Australian market.
We’ll bring you more on VDKA 6100, and more from De Niro, throughout the week.
