The biggest promotional plan ever from vodka brand Stolichnaya, owned by SPI Group, has seen sales jump by 350% in Q1at Gebr Heinemann locations.

 

Activations for the launch of the glow-in-the-dark Stoli Night Edition involved tasting bars at various German airports including Heinemann’s main shop at Hamburg, Frankfurt’s A-Plus Schengen store, and the Berlin airports of Tegel and Schönefeld. Other Stolichnaya lines included in the event were Chocolat Razberi and elit. A specially designed elit pillar highlighted this ultra-luxury vodka.

 

“We achieved great exposure with numerous direct customer contacts and multiplied our sales by +350% over the same period last year,” says Jean-Philippe Aucher (below), Global Duty Free & Travel Retail Director for SPI Group. “Of this, Stoli Night Edition accounted for around 60% of sales, but the activities worked for our entire vodka range.”

 

The Stoli Night Edition activation was the first for Stoli in these core German airport locations, with smaller events also taking place throughout March in some smaller airports.

 

Heinemann is among SPI’s key duty free customers and the brand owner says that it has been significantly growing the partnership since 2010 with both its Stolichnaya range and more recently Moskovskaya,

 

For the activation, SPI worked with promotional agency We Can. Aucher says: “Their performance really has been well beyond our expectations.”