Poliakov launches limited edition Kryo bottle

French vodka brand Poliakov has released a limited edition bottle design that aims to reflect the freezing cold and comes with a QR code. The Kryo Edition is said to echo the brand’s new communication campaign Born in the Ice Dimension. The name translates as ‘cold’ in Greek. The fully sleeved label features Poliakov’s iconic eagle “magnified by a transparency effect”. The bottle also includes a QR code, which directs consumers to an immersive video…

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La Martiniquaise-Bardinet CEO on his plans to achieve global success

With Cutty Sark and Marie Brizard among its recent investments, French family firm La Martiniquaise-Bardinet has become a significant player in the spirits sector. Its CEO, Jean-Pierre Cayard, tells The Spirits Business about his plans for global success. *This feature was originally published in the September 2019 issue of The Spirits Business A few years shy of the start of World War II, La Martiniquaise was born. Created by French entrepreneur Jean Cayard, the business…

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Poliakov joins DJ Hiddn for world tour

Vodka brand Poliakov has been appointed as the official sponsor of DJ Hiddn’s world tour, which includes shows at Ushuaia Ibiza, Tomorrowland and Medusa Festival. Poliakov’s sponsorship of the DJ’s tour comes as part of its new ambition to invest in and support “promising talents of the electro scene”. DJ Hiddn has collaborated with other artists in the electronic music scene, including Cat Dealers, Yves V, Ester Penoy and Mattn, and has produced songs that…

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Analysis: The performance of vodka’s biggest players

The world’s biggest vodka brands are struggling against a tide of changing consumer preferences in the key US market. But for category leaders, emerging geographies tell a very different story. *This feature was originally published in the April 2019 issue of The Spirits Business Party spirit vodka was the epitome of cool in the 1990s, a coveted clear drink sipped on screen in Cosmopolitans by the Sex and the City cast and ‘shaken, not stirred’…

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Top 10 spirits marketing campaigns in October 2018

Another celeb-filled month for marketing saw Ted Danson star in Smirnoff vodka’s latest TV spot, while blended Scotch brand Dewar’s launched a new global marketing push featuring Game of Thrones actor Iain Glen as narrator. Last month, American whiskey brand Seagram’s 7 launched its first marketing campaign in more than 10 years, and Scotch brand Talisker created a new film highlighting brand advocates and their love of the outdoors. A number of brands also got creative…

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