The new bottle will be launched this Saturday – April 30th – to coincide with the official opening of Ushuaïa Ibiza Beach Hotel.
The USHUAÏA edition comes in a frosted version of the elit® bottle, which is modeled after the vodka’s unique freeze-filtration process and unrivalled precision. The Ushuaïa logo - the hummingbird - is printed in matte black ink positioned to interact with the elit® branding and wrapping round the Ushuaïa Ibiza Beach Hotel text.
The launch will be supported with a range of high-profile promotions from May to September, including an elit® Destination Bar situated in the World Duty Free stores at London Heathrow Terminal 2 and Terminal 5, Gatwick South, Stansted and Glasgow in June. The bars will be heavily branded, and provide the perfect opportunity for passengers to taste the luxury vodka via exclusive cocktails. Other promotions will also include a branded space at the main shop at Ibiza Airport throughout the whole promotional period, and the participation in the four month World Duty Free Summer Drinks Festival.**
A full set of marketing tools will support the activations including hostess outfits, distinctive neck hangers on the 70cl and 1.75l bottles, launch kits etc. Within the hotel itself, the USHUAÏA edition will be promoted though audiovisual support including video walls at the reception area, photo images on totems and in elevators, through in-room TV channels and on TV screens behind the various bars. In addition, the elit® logo will appear on restaurant drinks menus and uniforms of staff working at the VIP area.
“We set the bar quite high with the success of last year’s partnership,” said Piet-Hein Schnellen, elit® Global Marketing Manager. “However, between the unique and elegant new bottle design and the partnership with Dufry to add such strong travel retail outlets to our distribution, we’re expecting the 2016 sequel to reach even more shelves and glasses. We cannot wait to toast the summer and Ushuaïa’s summer visitors while enjoying the world’s best music and party scene.”
Adds Stoli Group Global Duty Free & Travel Retail Director Jean-Philippe Aucher: “Travel retail will play a vital role in the marketing strategy for the elit® USHUAÏA 2016 Limited Edition and we are delighted to be working closely with World Duty Free to ensure that passengers travelling through all key UK and Ibiza airports will be have the opportunity to experience and engage with the ultra-luxury vodka elit®. Throughout the summer, travelling consumers will be invited to become part of the USHUAÏA Ibiza Beach Hotel daytime party scene – regardless of whether they are going to the White Island or not. For those that are going/returning from Europe’s party island, it’s an amazing way to capture holiday memories.”
Danny Gómez Korf, Brand Ambassador and PR & Sponsoring Manager at Palladium Hotel Group, added, “We are looking forward to building on the success of our 2015 partnership with this even more beautiful and eye-catching version. Ushuaïa and elit® Vodka pride ourselves on a distinct sense of style. The new limited edition bottle showcases the personality of the two brands and complements the elegance and spirit of Ibiza.”
Adds David De Miguel, Global Category Head of Liquor for Dufry: “Partnering with Stoli Group to bring the elit® USHUAÏA 2016 limited edition bottle to life through our instore promotional areas and tasting bars has been a pleasure. Our aim is to look for activations that will create a real experience and sense of theatre for our customers to capture their interest, building sales of elit® of course, but also the spirits category in general. We’re confident that passengers on their way to and from Ibiza will be immediately attracted to the promotional areas – but the activation will have a wider appeal to travelling consumers in general and is perfect for building interest over the summer months.”
About Stoli Group
Stoli Group (headquartered in Luxembourg) was established in 2013 as the division that is responsible for the production, management and distribution of SPI Group's global spirit portfolio - the iconic Stolichnaya® Premium vodka range, elit® Vodka and Moskovskaya® . With operational business units across 3 continents and distribution in more than 170 countries, the group is led by a multi-national management team with key office locations in Europe, USA and China.
With almost 1 bottle of Stolichnaya® Premium vodka sold every second, each one defines the benchmark for quality with a meticulously crafted liquid that meets the highest alcohol standards - Alpha Spirit. Stoli’s exceptional purity is achieved by controlling the process from grain to bottle, using only the highest quality ingredients and processes in the Group’s own, ultra-modern raw alcohol distillery in Tambov. The spirit then travels to Latvijas Balzams where it is blended with artesian water, quadruple filtered and bottled to become Stolichnaya® - as it has since 1938.
For more information visit www.stoli-group.com and www.stoli.com. Find us on Facebook at facebook.com/stoli and on Twitter @Stoli
About Ushuaïa Ibiza Beach Hotel:
Ushuaïa Ibiza Beach Hotel is a luxurious 417-room hotel comprised of two buildings: The Ushuaïa Club, featuring an amazing poolside stage, and The Ushuaïa Tower, offering breathtaking views of the
Mediterranean. Ushuaïa is dedicated to providing the best outdoor entertainment venue coupled with a modern, cutting-edge hotel experience. Designed for the discerning traveller seeking the fun and entertainment associated with Ibiza, Ushuaïa continuously raises the bar –from Swim-Up room options, daytime parties hosted by celebrated DJs, to “chromotherapy,” the ability to set the mood to their rooms with LED lights, ensuring that the party never stops. Its collection of dining options is unrivalled, from Ibiza’s first premier steakhouse Montauk and Minami serving sushi and other Japanese delicacies, to The Oyster and Caviar Bar beside the pool and the relaxed Ushuaïa Beach Club providing the perfect fuel for Ibiza party-goers.
Visit www.ushuaiabeachhotel.com
About Palladium Hotel Group:
Palladium Hotel Group is a Spanish hotel chain with over forty years of experience. The chain has 50 hotels in six countries: Spain, Mexico, Dominican Republic, Jamaica, Sicily (Italy) and Brazil and operates four brands: Palladium Hotels & Resorts‒with four sub brands: The Royal Suites by Palladium, Grand Palladium Hotels & Resorts, Palladium Hotels and Palladium Boutique Hotels‒, Fiesta Hotels & Resorts, Ushuaïa Unexpected Hotels and Ayre Hoteles‒with sub brand Only YOU Hotel & Lounge‒, as well as licensed brand Hard Rock Hotels.
The Palladium Hotel Group hotels are characterized by their philosophy of offering customers a high standard of quality in its products and services and excellent value. Palladium Hotel Group is owned by Grupo Empresas Matutes (GEM).
Visit www.palladiumhotelgroup.com
** Participating World Duty Free stores are at airports including - UK: London Heathrow T2 and T5, Gatwick and Stansted. Spain: Ibiza.
Drink with care. elit® Vodka. 40% Alc/Vol. Distilled from grain. © 2016. All rights reserved.® - registered trademarks, depending on the country, of ZHS IP Americas Sàrl, ZHS IP Europe Sàrl, ZHS IP Worldwide Sàrl, Spirits International B.V., or Spirits Product International Intellectual Property B.V.
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