U’Luvka Vodka, the super-premium Polish grain vodka recently acquired by Aspri Spirits, has appointed spirits brand agency JP-GTR for its relaunch in European travel retail, effective 1 February.
The brand will be reintroduced in key international hubs under a refreshed commercial strategy.
The collaboration with respected drinks industry veteran Jean-Philippe Aucher’s agency leverages extensive channel expertise and established relationships, aiming to reinforce the brand’s presence in a channel central to premium spirits growth.
The brand has previously secured listings in key Middle East and Asian hubs, including Dubai Airport and Delhi Indira Gandhi International Airport, while additional priority markets are now in discussion as part of a broader global expansion strategy.
‘The spirit of pleasure’
Guided by its ethos, ‘the spirit of pleasure’, U’Luvka Vodka blends premium Polish rye and others grains, distilled under the supervision of Master Distiller Elzbieta Goldyka, who brings more than 35 years of industry experience.
Renowned for its complex, flavourful profile and velvety texture, U’Luvka Vodka has earned 80 international awards. These include six Best Premium Vodka in the World titles, Gold at The Spirits Business Global Vodka Masters, and most recently, Best Vodka from Poland, Spirit of the Year (Packaging), and Vodka of the Year at the Asia Spirits Ratings.
The brand is further differentiated by its distinctive packaging, featuring a bottle design inspired by traditional Polish cut glass that enhances shelf presence and drives engagement in travel retail.
Aspri Spirits Head of International Business Justin Weston said, “U’Luvka is a brand with genuine heritage and significant untapped international potential, and we are confident its return to travel retail marks a defining new chapter in its evolution.
“The channel is a critical platform for showcasing premium brands to a global audience. Partnering with JP-GTR is central to the next phase of our GTR journey, bringing the expertise and reach required to deliver our long-term ambitions for the brand.”
JP-GTR Founder Jean-Philippe Aucher added: “U’Luvka’s return to travel retail is both timely and compelling. The brand combines authenticity, high quality and a strong sense of identity – all attributes that resonate with today’s travelling consumers.
“This new chapter brings renewed ambition and focus, and I am proud to support U’Luvka’s rebirth in travel retail, as the brand looks to rebuild momentum and re-establish its presence on the global stage.” ✈
