U’Luvka has been acquired by Aspri Spirits. 

Luxury Polish vodka brand U’Luvka is embarking on a new phase of international growth in travel retail following its acquisition by independent drinks group Aspri Spirits.

The brand’s renewed push into the channel will be supported by a strategic partnership with spirit brand agency JP-GTR, led by drinks industry veteran Jean-Philippe Aucher. Travel retail has been identified as a central pillar of U’Luvka’s long-term growth strategy, with a refreshed commercial approach focused on rebuilding distribution across key global hubs.

Early traction is already visible, with listings secured in major Middle Eastern and Asian airports including Dubai and Delhi, as discussions continue across additional priority markets. The collaboration with JP-GTR is designed to leverage established travel retail relationships and specialist expertise to accelerate the brand’s renaissance in the premium spirits space.

Positioned as “The Spirit of Pleasure”, U’Luvka is crafted from fine Polish rye and other grains, distilled under the supervision of Master Distiller Elzbieta Goldyka, who brings more than 35 years of experience. The vodka has collected more than 80 international awards to date, including Best Premium Vodka in the World on six occasions, alongside recent accolades at the Asia Spirits Ratings.

The brand’s distinctive bottle, inspired by traditional Polish cut glass, is a key asset in travel retail, where standout design can drive visibility and conversion in high-traffic environments.

Aspri Spirits Head of International Business Justin Weston commented: “U’Luvka is a brand with genuine heritage and significant untapped international potential, and we are confident its return to travel retail marks a defining new chapter in its evolution.

“The channel is a critical platform for showcasing premium brands to a global audience. Partnering with JP-GTR is central to the next phase of our GTR journey, bringing the expertise and reach required to deliver our long-term ambitions for the brand.”

JP-GTR Founder Jean-Philippe Aucher added: “U’Luvka’s return to travel retail is both timely and compelling. The brand combines authenticity, high quality and a strong sense of identity — all attributes that resonate with today’s travelling consumers.

“This new chapter brings renewed ambition and focus, and I am proud to support U’Luvka’s rebirth in travel retail, as the brand looks to rebuild momentum and re-establish its presence on the global stage.”

READ MORE: Grey Goose taps Australian Open to drive travel retail activation

READ MORE: Osborne celebrates Lunar New Year with Gold Gin activation in Asia

READ MORE: RTD cocktail brand Pimentae makes GTR debut in multiple UK airports