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Ketel One earns American Airlines listing
Diageo’s newest ultra premium vodka, Ketel One, has won an in-flight listing with American Airlines.Â
The retail listing, which represents the brand’s first listing with an airline in the Americas, consists of a 1-litre bottle and gift box and, in its first configuration, carries a special gift with purchase of a pouring measure that carries the Ketel One logo.
The listing of Ketel One is a further step in Diageo’s premiumisation strategy. Casey Williams, customer director, said: “We are working closely with DFASS to premiumise the In-flight Duty Free retail offer and are delighted to see Ketel One on-board American Airlines.
“We have a major opportunity in this channel to reach a world-wide audience.  The In-flight channel offers us the additional time and expanded opportunity to engage, entertain and educate the consumer.”
 Diageo bought a 50% stake in Ketel One last year from the owning Nolet family. The distillery’s history, which spans four centuries, takes a central role in the brand’s debut on American Airlines.
Ketel One’s story is outlined in a colour, illustrated one-page editorial feature in the Duty Free brochure and is brought up to date with commentary from Nolet family members.
Ketel One’s contemporary relevance is also highlighted by its positioning as ’The Bartender’s Choice’ – an accolade achieved through its successful US launch, via word-of-mouth only, among professional bartenders.
The brand also occupies the back cover of the catalogue, with a supporting strapline emphasising the quality aspect.
Jon Potash, group executive vice president at DFASS, said: “This represents an expansion of our strategic relationship with Diageo and the continued focus on premium brands.
“Ketel One is an ultra premium product with a great story to tell and we are confident that the brand’s combination of quality and heritage, conveyed in such an engaging way, will appeal to our passengers and help drive sales.”
In addition, Diageo has created an in-depth support and incentive programme that includes the prize of a Smart Car, emblazoned with the Ketel One logo for the top performing In-flight Ketel One sales person at American Airlines.
A spokesperson said: “Diageo believes that this three-way combination of brand power, extensive support materials and staff incentives will help Ketel One deliver a premium result in the In-flight channel.”