Tito’s Handmade Vodka has teamed up with the Dufry Group to create what it describes as ‘a speak-easy style’ pop-up bar, which is designed to promote the brand to passengers and millennials at Las Vegas’ McCarren International Airport T1 this summer.

 

Tito’s International Managing Director John McDonnell points out that Dufry is ‘the first duty free operator to feature the pop-up’, which the vodka brand company is planning to present at other ‘key airport locations in North America’ later this year.

 

POP-UP TIMED TO HIT PEAK TRAFFIC PERIODS

He says that the timing for this pop-up store was also chosen to take advantage of one of the peak airport traffic periods at Las Vegas.

 

[In fact, May 2017 was the busiest ever according to the latest numbers released by McCarran International Airport, with total international and domestic arriving passenger numbers for the month up 1.4% to 4.2m and YTD by 2.4% 19.5m Year-to-date international passengers also rose by 1.4% to 1.4m in the first five months. The airport handled 47.4m arriving and departing passengers last year-Ed].

 

According to the company, this new pop up store has been housed within a Chicago-style brick warehouse façade, ‘playing on the brand’s no fuss, craft image’.

 

ACCENTUATING ITS ‘NO FUSS IMAGE’

As such, the company says: “The interior features distressed wood, a copper bar and copper bar stools mirroring the traditional copper-pot stills used to produce Tito’s Handmade Vodka.

 

“Visitors to the pop-up can sample America’s original craft spirit in cocktails as well as neat so they can discover its sweeter, rounder flavour profile, which is derived from its corn base.

 

 

“In the nearby Dufry store, one-litre bottles of Tito’s Handmade Vodka are packaged in red, white and blue burlap bags launched to celebrate America’s Independence Day. This is the second in the series of promotional gift bags launched this year.

 

“Tito’s is also available in 1.75-litre and 375 ml bottles, which together with the seasonal gift bags considerably increase on shelf presence.”

 

‘QUALITY AND  CRAFT CREDENTIALS’

Tito’s International Managing Director John McDonnell said the new activation provides ‘a great opportunity’ for travellers through Las Vegas International Airport to become familiar with ‘Tito’s quality and craft credentials’ which he says are ‘at the heart of its approval amongst millennials’.

 

He added: “The highly engaging pop-up invites brand engagement and together with the seasonal gift bag will further heighten interest in this American brand.”

 

[Dufry, in partnership with Hudson Las Vegas JV and The Nuance Group (Las Vegas) gained a seven-year extension of its duty-free and duty-paid contract at McCarran International Airport (Las Vegas) last May. The contract includes over 18,000sq ft of retail space, including a new 6,000sq ft duty free and duty-paid combination store, Las Vegas Dufry Shopping, in Terminal One D-Gates-Ed].