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Taste of New Zealand: The 42 Below range comes in locally-sourced flavours such as feijoa, passion fruit, kiwi fruit and manuka honey |
UK. Bacardi Global Travel Retail has struck an exclusive agreement with World Duty Free for the European launch of its 42 Below brand, the first premium vodka from New Zealand.
Commenting on the launch of the product in its stores, World Duty Free Head of Category for Liquor, Food and Tax Free Fraser Dunlop said: “We are delighted to be working so closely with Bacardi in launching 42 Below. Bacardi continuously strives to provide travellers with a well-rounded brand experience, which we are proud to support.
“With a broad range of world-class brands and exciting exclusives at World Duty Free, we are encouraging passengers to get to the airport early to take full advantage of all the great products and services on offer.”
Bacardi Global Travel Retail Division Marketing Director Gary Chau said: “”We are thrilled to continue building the 42 Below brand around the world, and partnering with World Duty Free as the exclusive retailer for Europe. Thanks to their support, European travelers have the opportunity to experience and sample this premium vodka from New Zealand.”
The brand has been launched amid extensive sampling promotions in London Heathrow Airport Terminal 3 and Terminal 4 and at London Gatwick South.
About 42 Below vodka
Established in 1996, 42 Below Pure Vodka takes its name from the latitudinal degree of the country. The vodka’s smooth taste is a result of the distillation process and an environment that combines clean water and pure air.
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| Shaking up the vodka market: World Duty Free hosts a bar to showcase 42 Below to travellers passing through London Heathrow Airport | ||
42 Below is a combination of spring water sourced from within the Auckland volcanic isthmus and wheat from New Zealand.
Using a process called high saturation distillation, the liquid goes through an initial three-step distillation and is re-washed in the same volcanic spring water used in the production. It is then re-distilled for a fourth time. Finally, the spirit is charged with charcoal and taken through 35 separate filters to remove any impurities.
Besides 42 Below Pure Vodka, the portfolio includes New Zealand-inspired flavours 42 Below Manuka Honey, 42 Below Feijoa, 42 Below Passionfruit and 42 Below Kiwifruit.
The flavours are infused through a 19th Century method developed for fragrances: each key ingredient is mashed into a pulp and then heated, creating steam which is captured, cooled and infused into 42 Below Pure.
For details, visit www.42Below.com
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| Getting into the spirit: A team of mixologists prepares 42 Below cocktails for passengers at Heathrow, assisted by hostesses | ||
FOOTNOTE: Bacardi announced the acquisition of 42 Below in September 2006. Its all cash offer valued the company at approximately US$91 million.
42 Below vodka was launched in 1998 in the premium vodka segment and has shown strong volume growth in the last few years. At the time of the sale the brand was distributed in more than 25 countries. Using Bacardi’s powerful distribution network that position is strengthening significantly.
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