Stoli Group is to launch at Cannes its second limited edition Stolichnaya Premium Vodka specifically designed for lovers of the night-life. Night Edition promises to ‘take any party from ice cold to red hot in a matter of minutes’ and will be initially introduced in selected airports at the end of this year.

 

The Night Edition 2014 frosted glass bottle features hidden elements printed in temperature activated ink; the transformation occurs when the bottle is chilled to under 15C/60F. Once at optimum temperature the bottle displays high energy images from a night club scenario, including a DJ, shakers, drinks and music symbols. A centrally placed heart on the front of the bottle also grows horns, symbolizing the change from day to night.

 

Stoli Group Travel Retail Director, Jean-Philippe Aucher, comments, “We are thrilled to be launching our Night Edition 2014 at TFWA World Exhibition. The 2013 exhibition saw the launch of the first Night Edition which has proved very successful in travel retail.

 

“This year saw us partnering with Heinemann Duty Free and our aim was to attract the attention of travellers to our varying portfolio of premium vodkas but with a real focus on Night Edition. We set up tasting bars in Hamburg Plaza, Frankfurt A, Berlin Tegel and Schoenefield, offering Stolichnaya Premium cocktails.

 

“Our sales increased by 350% over the same period last year, with Night Edition accounting for 60% of the increase. With such positive sale figures, we are very confident that this new, innovative edition will be just as, if not more popular.”

 

Following phase one of the release, Night Edition 2014 will roll-out globally from January 2015. The brand says the limited edition 100cl bottles will be supported by a strong travel retail promotion concept, featuring eye-catching display units and ‘spectacular’ POS material. Special LED-lit ice coolers as well as a 30 second movie short will help demonstrate the bottle transformation effect, with the aim of driving footfall and converting shoppers into buyers.