U’Luvka is looking to rebuild its footprint across Europe, the Middle East and Asia.

Polish vodka brand U’Luvka is heading to TFWA World Exhibition & Conference with fresh ambitions for international travel retail following its acquisition by independent drinks group Aspri Spirits.

Presented in Cannes alongside spirits brand agency JP-GTR, U’Luvka will use the show to reconnect with previous customers as well as seek new partnerships as it rebuilds its footprint across Europe, the Middle East and Asia.

That expansion is already under way. The brand is now listed with Baltona in Poland and Dubai Duty Free, as well as at Delhi, Hyderabad and Maldives airports and selected Avolta locations including Bengaluru.

Rather than chasing distribution for distribution’s sake, U’Luvka said it is taking a targeted approach to new listings, prioritising locations where the consumer profile fits its premium positioning. Brand ambassador activity and staff training are being used to support performance on the shop floor, with early learnings being carried across to other locations as the network grows.

The renewed push comes after U’Luvka was acquired by Aspri Spirits, a major player in India’s imported alcoholic beverages sector. Its new ownership is looking to build on the vodka’s Polish heritage and distinctive sculptural bottle as premium spirits continue to gain ground in markets including the Middle East, India and wider Asia.

The brand has also added another accolade to its collection this year, winning Gold at the 2026 London Spirits Competition. It now counts more than 80 international awards.

Justin Weston, Head of International Business at Aspri Spirits, said: “Cannes comes at an important moment for U’Luvka as we build on the momentum generated since the acquisition and our renewed focus on travel retail. We are seeing encouraging engagement across key markets and are now focused on developing the right partnerships and listings to support sustainable international growth.”

Jean-Philippe Aucher, Founder of JP-GTR, added: “U’Luvka Vodka has the quality, identity and heritage to compete strongly in the premium spirits space, and Cannes gives us an important opportunity to share our ambitions with the global travel retail community. Our priority is not simply to increase distribution, but to build the brand thoughtfully in locations where its proposition can really connect with travellers.”

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