Craft Spirits
“We do things differently” – Liviko’s positivity pays off
Estonian distiller Liviko is renowned for its commitment to quality and product innovation.
The company has continuously produced Vana Tallinn liqueur, one of the country’s most famous brands, since 1960 and boasts an extensive wines & spirits portfolio. In 2015 Liviko added Crafter’s gin to its brand line-up and has since claimed a significant presence in travel retail.
According to Liviko Export Marketing Specialist Gloria Hallaste, the growing appetite for craft spirits among travellers is driven by a desire for authenticity, unique stories and premium experiences.
“Travellers are increasingly seeking products that stand out from mass-market options, reflecting a shift towards personalisation,” she says.
“The growing appetite for craft spirits is driven by a desire for authenticity, unique stories and premium experiences”
–Liviko Export Marketing Specialist Gloria Hallaste
Hallaste expects a surge in leisure and business travel to continue, “providing a larger customer base within travel retail environments”, and notes the return of Asian travellers. “Often displaying higher spending power and a keen interest in premium and luxury spirits, their increased presence in travel retail spaces is anticipated to drive substantial sales growth,” she adds.
Hallaste underlines the role of travel retail-exclusive lines and limited editions. “Growing footfall and conversion rates with retailers and airports can be substantially enhanced by innovating within these categories,” she says. “They can not only increase brand visibility but also engage customers more deeply by providing them with buying opportunities that are not available elsewhere. This strategy not only attracts collectors and gift-seekers but also creates a sense of urgency and exclusivity, encouraging more immediate and impactful purchasing decisions.”
Hallaste describes Liviko’s innovation strategy as “dynamic and evolving”, reflecting the company’s commitment to staying at the forefront of the spirits market.
Introducing Crafter’s Golden Saffron gin: “We do things differently”
“Our product-development process is highly structured, guided by a dedicated team focused on generating and refining new ideas,” she says. “We monitor the market to ensure that every product is introduced at the optimal time, allowing us to meet consumer demands and maintain our competitive edge.”
Liviko’s launch of its Hõbe Mild vodka underlines this approach, with its soft taste attributed to an innovative and softening botanical iris root distillate.
On the support of new brands in the drinks category, Hallaste believes retailer partners can play a key role in increasing visibility through creative displays, in-store tastings and digital experiences that engage travellers.
‘Gin up your life’ is the brand slogan accompanying Crafter’s Sensory Potion
“At Liviko we are committed to making our products visually striking and distinctive,” Hallaste adds, highlighting the company’s partnership with Dubai Duty Free on a special-edition Crafter’s Golden Saffron Gin to celebrate the travel retailer’s 40th anniversary last year. The gin boasts a “remarkable flavour profile” and equally impressive bottle ensuring a strong on-shelf presence.
“We do things differently,” she says, giving the example of Crafter’s Sensory Potions – aromatic gin sprays – which offer a new twist on a classic cocktail.
Hallaste also underlines the role of in-store experiences through interactive displays, tastings and personalised recommendations in attracting travellers, adding that leveraging digital technology to create immersive experiences will also be crucial in the future.
The Moodie Davitt eZine
Issue 337 | 11 September 2024
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