UK-based U’Luvka Company is partnering with Dubai Duty Free for its first travel retail promotion.
The activation, featuring super-premium U’Luvka vodka, started in February and runs until the end of March. Branded gondolas showcase U’Luvka products and highlight the -30% discount on a selected range of U’Luvka vodka.
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U’Luvka vodka International Sales Director Oleg Prokopchuk said: “Following on from the success of the campaign in the month of February, which contributed to a double-digit growth in sales, the decision was made to extend the campaign for an additional month. We also added branded gondolas in six locations throughout concourses A, B, D and C in Dubai International Airport.”
Through the message ‘Rediscover the spirit of true genius’, the brand aims to drive trial and emphasise U’Luvka’s heritage and craft background. U’Luvka’s roots date back to the 16th Century when Polish King Sigismund III ordered the court alchemist to create a spirit of “exceptional balance and purity”. Thus, U’Luvka vodka was born.
The fashion at court was to drink vodka from glasses without bases, known as Kulawka, which means ‘unstable’ glass in Polish. The brand offers gift sets which include these stemless glasses.
Prokopchuk added: “We are all very excited with the success of the ongoing activation and cooperation with Dubai Duty Free. This is the first time we are running such a promotion in the travel retail channel and based on the success we intend to explore more opportunities like this in the future.”
U’Luvka vodka offers a range of naturally pure, super-premium vodkas which are handmade by Master Distiller Elżbieta Goldyka from Polish grain.