Stoli Gold enjoys positive start in duty free and travel retail

Stoli Group has reported excellent results following the initial launch of the new look Stoli Gold into travel retail following its unveiling at last year’s TFWA World Exhibition.

Activations in London Heathrow Terminal 3 and Dubai Duty Free at the end of 2017 helped create greater brand awareness among super-premium vodka drinkers and reposition Stoli Gold as a status-led luxury brand.

Following this initial success, Lagardère Travel Retail introduced Stoli Gold into all its major airports from March 2018, with a tasting promotion in Paris Charles de Gaulle.

Additionally, Heinemann added it into its airport shops in April with a key brand activation in Frankfurt. Spanish airports will be pushing the product this summer.

Passengers travelling through London Heathrow Terminal 3 during November 2017 were able to sample the spirit via a Mixology Bar either neat or in Bellini and Red & Gold cocktails.

SALES BOOST

Sales of Stoli Gold in London Heathrow T3 multiplied by 10 over the previous month due to the activation and +188% over the same month in 2016. Sales of the Stoli range in general also rose +401% in London Heathrow T3 compared to the previous month.

A further activation with Dubai Duty Free at the end of last year also helped create greater brand awareness.

Stoli Group Global Duty Free/Travel Retail Director Jean-Philippe Aucher commented:  “This activation not only increased sales of the Stoli portfolio, but also gave us unparalleled direct interaction with consumers.

“Over the month of promotion, we spoke to 2,040 travellers and saw a conversion rate of 23% which we are very happy with.  For many of those contacts, it was their first experience of Stoli.

“We had some excellent responses with consumers loving the new bottle shape of Stoli Gold, impressed by its smoothness and enjoying the cocktails.

“Despite other spirits promotions happening at the same time, we were extremely satisfied with the uptake for the Stoli range and particularly Stoli Gold. It’s not just about what happens at the airport, but the memories that consumers take back to their home countries.

“With passengers we spoke to heading in all global directions, including New York, Dubai, Canada, LA, and Miami – we’re confident this Stoli activation will have long-reaching results.”

Meanwhile, at Dubai Duty Free, a Stoli Gold scratch and win lottery card activation to win a real gold coin, saw sales increase +185% during November 2017 over the monthly average.

To introduce Stoli Gold to consumers, while promoting the Stoli range as a whole, customers buying a bottle received a scratch card which, when revealed, could win them a 5g gold coin, 1g gold coin, or  ‘better luck next time’ result.