Coca-Cola HBC acquired Finlandia Vodka from Brown-Forman in 2023: paying $220m for the premium Finnish vodka which is a leading brand in Central and Eastern Europe.
Exploring the potential of global travel retail (GTR) is one way Coca-Cola HBC wants to take the 50-year-old brand to the next level.
Global travel retail takes off again
After the pandemic years, beverage alcohol sales in the global travel retail channel have finally overtaken pre-pandemic levels in value terms, although volumes remain persistently soft, according to IWSR.
That illustrates a key trend for the channel: premiumization. Consumers continue to trade up, driven by the trend of ‘drinking less but better’.
“Global travel retail is a channel that continues to grow in value and offers the perfect stage for brands built on discovery and premium experiences,” explained Yannis Athanasiadis, Premium Spirits Director at Coca-Cola HBC.
“The vodka category remains one of the largest in global travel retail, and for Finlandia, that represents both a responsibility and an opportunity to lead with quality, storytelling and authenticity.”
The importance of storytelling
That element of storytelling is now increasingly important for Finlandia.
“Travel retail is a competitive environment where standing out means offering more than only a great product,” said Athanasiadis.
“Our focus is on maintaining a high-quality, premium perception globally, ensuring travellers connect with Finlandia through emotion, storytelling, and experience.”
The brand has captured its essence in its global ‘It’s Soooooo Fine’ platform: which celebrates the ‘slow-joy’ moments of easy-going pleasure. And it draws on its Finish heritage as part of this.
“We know people are seeking these pockets of joy and shared experiences, and we believe Finlandia can be part of that- bringing an effortless Finnish sense of calm and authenticity, with a hint of gentle smile,” said Athanasiadis.
“Rather than leading with technical details, we invite travelers into a feeling: light of Finnish Midnight Sun glinting on clear waters, laughter with friends, a breath of stillness before the next adventure. These are experiences that resonate deeply in travel retail, where decisions are made emotionally and instinctively.”
This story-telling idea is particularly important in GTR: where creating an experience is becoming increasingly crucial.
“We believe that in travel retail, it’s not just about the product - it’s about the experience you build around it,” said Athanasiadis.
Vintage movie theatre concept
Finlandia Vodka, for example, demonstrated its immersive stand concept at the Tax Free World Association (TFWA) Exhibition and Conference in Cannes earlier this year.
The immersive stand concept brought the brand’s new creative world to life. Inspired by vintage movie theatres, it featured bold colors, retro signage and cinematic touches: including plush seating and velvet curtains to a popcorn machine and vintage projectors.
“We’re taking this approach into the wider travel retail world through experience-led toolkits, bartender activations, mixology moments, storytelling pods and gesture-rich displays: all designed to engage travellers in a more emotional way.
“The aim is to make Finlandia stand for more than vodka; it stands for an occasion, a feeling, a memory.
“As consumer expectations evolve, we’re engaging today’s travelers with experiences that are premium, playful and memorable, reinforcing what makes our brand unique and keeping Finlandia shining bright in the travel retail spotlight.”
Moving forward, Coca-Cola HBC wants to embrace Finlandia’s potential in its ‘24/7’ portfolio (the idea that the bottler can offer a beverage for any moment, at any time of day).
It wants to expand the brand’s presence to new markets, broaden the brand idea and deepen the emotional connection with drinkers and a new generation of spirits enthusiasts.
And travel retail will be a key part of this.
“Looking ahead, travel retail will continue to be a growth accelerator for Finlandia,” said Athanasiadis.
“We’re expanding our presence through creative activations, exclusive formats, and partnerships that bring our “It’s Soooooo Fine” world and silky-smooth vodka taste to travelers globally.”
