Travel Retail Highlights
White Claw Premium Vodka makes a statement in travel retail
In this section we bring you a round-up of eye-catching recent stories from around the world of airport retail. We begin at New York JFK International Airport Terminal 4, where Mark Anthony Brands International and DFS Group vibrantly marked the launch of a premium vodka from the hugely popular White Claw brand.
“We aim to challenge existing brands in the vodka category. There is a huge opportunity to disrupt, just as White Claw seltzer disrupted the beer category after its launch in 2016.”
So said Mark Anthony Brands International Market Director, Spirits — International Markets Ronan O’Neill about the global travel retail launch of White Claw Premium Vodka through DFS Group at New York JFK T4 last month.
The brand’s introduction to the channel came via a major concourse pop-up and in-store campaign, with DFS, alongside distribution partner B&S, DFS Group and airport advertising concessionaire Clear Channel. The activation runs until mid-September.
Celebrating the landmark launch of a premium vodka from hugely popular seltzer brand White Claw at JFK T4 are (from left) DFS Group VP Store Operations & Business Development JFK, NY Renee Chisolm and Mark Anthony Brands International Market Director, Spirits — International Markets Ronan O’Neill, alongside The Moodie Davitt Report President Dermot Davitt
The new vodka brand is initially available in travel retail only through DFS at New York, San Francisco, Los Angeles and Honolulu airports. Alongside the core expression, White Claw vodka is also available in three flavours: Black Cherry, Mango and Pineapple (30% ABV). A one-litre bottle was recently introduced in the US and is available in travel retail.
Alongside a well-located concourse exhibition and sampling space in the flow of traffic beside the main DFS wines & spirits store, the brand’s visibility benefits from a wide presence across digital media pre- and post-security through Clear Channel, with rotating advertising spots carrying the JB Smoove campaign.
Comment: With this launch, Mark Anthony Brands International is making a big statement about its ambitions in travel retail. White Claw Premium Vodka is already one of the most successful spirits launches in the US domestic market in recent years.
The brand’s wider, vibrant campaign extends worldwide through a multi-million-dollar investment in media, with well-known US actor JB Smoove (Curb Your Enthusiasm) the central character (see concourse branding above).
Going live at JFK T4 also helps. The terminal is the Delta Air Lines hub at JFK, as well as being home to over 20 other international carriers; it will serve over 12 million departing travellers this year.
Mark Anthony Brands International has set itself a high bar in its ambitions for White Claw Premium Vodka – saying it can reach 250,000 nine-litre cases in the channel in the coming years, with accompanying investment.
It will also benefit from the vast popularity of White Claw Hard Seltzer. Launched in 2016, it is the leading hard seltzer in the US – with sales that are ahead of all other brands combined in the category – and expansion proceeding at pace across international markets.
Now the company has said it is capitalising “on decades of disruption and innovation in drinks to offer a new generation of drinkers the most distinctive American vodka in 25 years”.
Significantly, the audience in travel retail is Gen Z consumers who do not always find appeal in the channel’s offer. This disruptive launch and new product – with a parent brand that resonates with young adult consumers – might go some way to encouraging buy-in from a new generation of travellers.
The brand launch is engagingly activated through the pop-up station on the main walkway airside at T4. Pictured there are (left to right) Mark Anthony Brands International Market Director, Spirits — International Markets Ronan O’Neill, Clear Channel Airports Division Vice President Sales Flori Lockwitch, Clear Channel Airports Division Market Manager, New York Emily Keevil, JFKIAT VP of Customer Experience & Commercial Ed Midgley and DFS JFK T4 Team Lead Spirits Danielle Garraway, alongside Brand Ambassadors Serita and Eli (third left and far right, respectively)
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The Moodie Davitt eZine
Issue 326 | 11 September 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com