SPI Group, brand owner of Stolichnaya® Premium vodka (Stoli) and Moskovskaya® vodka, has partnered with Gebr Heinemann to conduct its biggest promotional plan ever during Q1 2014 to support the launch of the Stoli Night Edition.
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“Heinemann is among our key duty free customers and we’ve been significantly growing our partnership since 2010 with both our Stolichnaya range and more recently Moskovskaya,” says Jean-Philippe Aucher, Global Duty Free & Travel Retail Director for SPI Group. “In promoting the launch of Stoli Night Edition to travellers we were very keen to create a great tasting experience enabling consumers to sample our range of vodkas.”
To bring Stoli Night Edition - the original ‘glow in the dark’ bottle - to the attention of travellers, SPI worked with Heinemann Duty Free to create tasting bars throughout various airports in Germany. Heinemann’s Main Shop at Hamburg Plaza, Frankfurt A+ Schengen Shop, Berlin Tegel and Schoenefeld airports saw Stoli tasting bars offering Stolichnaya Premium cocktails, Stolichnaya Chocolat Razberi™ and elit™ by Stolichnaya®. A specially designed elit pillar highlighted this ultra-luxury vodka.
This was the first brand activation for Stoli in all three airports and activations also took place throughout March in a number of smaller airports.
“We achieved great exposure with numerous direct customer contacts and multiplied our sales by 350% over the same period last year,” continues Aucher. “Of this, Stoli Night Edition accounted for around 60% of sales, but the activities certainly worked for our entire vodka range, raising consumer awareness of the brand and enabling them to experiment with the indulgent flavours.
Rüdiger Stelkens, Head of Purchasing LTC at Gebr Heinemann, adds: "We work with our partners to create intriguing brand experiences that resonate with our customers and the Stolichnaya Night edition activation is a great example of this. The Stolichnaya promotion at Hamburg Airport went very well and we are pleased about this successful cooperation and partnership."
“We worked very closely with promotional agency ‘We Can’ to activate this program and they have proved to be extremely efficient. Their performance really has been well beyond our expectations. We look forward to continuing our excellent relationship with Heinemann and further successful promotions for the future.” Adds Aucher.
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Stoli® Night Edition is a limited-edition bottle that comes to life at night and sparks intrigue by darkness. The exclusive Stoli Night Edition bottle celebrates the nocturnal adventurer – the party goers, the cocktail sippers, the bartenders – to enjoy when the lights go out.
In the daylight, Stoli Night Edition appears to be bottled in a minimalistic, frosted glass vessel that is simple and reserved. The front label has a subtle, almost hidden pattern that absorbs the energy of light throughout the day. When the lights go out, the exclusive bottle releases a beautiful, radiant pattern using special glow-in-the-dark ink.
About SPI Group
Founded in 1997 by Yuri Shefler, SPI Group (headquartered in Luxembourg) is the owner of global vodka brands such as the iconic Stolichnaya® Premium vodka range, elit™ by Stolichnaya® and Moskovskaya®. SPI is one of the world’s leading wines and spirits organizations active in the production, sale and distribution of more than 380 brands - many of which it owns. The group also operates a network of 70 alcohol retail shops, develops large-scale real estate projects and farms ca.5,600 hectares of agricultural land. SPI Group has been a strong acquirer and integrator of spirits and wine companies, having completed 15 acquisitions of producers, importers, distributors and retailers of beverages. For more information visit www.spi-group.com
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