Ketel One gains first inflight listing in the Americas

Liquor supplier Diageo’s latest ultra-premium vodka brand Ketel One has secured its first airline listing in the Americas on board American Airlines. The US carrier now offers a gift pack containing a one-litre bottle and a gwp in the form of a pouring measure with the Ketel One logo. The company has also created a support and incentive programme giving the best-performing Ketel One sales person on American Airlines the chance to win a Smart car emblazoned with the Ketel One logo. Diageo believes that a combination of brand power, extensive support materials and staff incentives will help Ketel One deliver a “premium result” in the inflight channel.

 

Diageo customer director Casey Williams said: “We are working closely with Duty Free Air & Ship Supply (DFASS) to premiumise the inflight duty-free retail offer and we are delighted to see Ketel One available on board American Airlines. We have a big opportunity in this channel to reach a worldwide audience. The inflight channel offers us the additional time and expanded opportunity to engage, entertain and educate the consumer, and Ketel One’s exceptional quality helps persuade them to trade up.”

 

DFASS group executive vice-president Jon Potash added: “We are delighted to welcome Ketel One on board American Airlines, particularly in the telling of its remarkable story in our new inflight duty-free catalogue, which will be launched in April. Ketel One is an ultra-premium product with a great story to tell and we are confident the brand will appeal to our passengers and help drive sales.”