Snow Leopard Vodka makes Indian TR debut

Snow Leopard Vodka has made its debut in Indian travel retail in May 2015, after hitting the shelves at Hyderabad Airport. Edrington Asia Travel Retail, which distributes the brand, believes this is evidence of a growing momentum in Asian travel retail.

Ryan Hill, Managing Director of Edrington Asia Travel Retail said: “Snow Leopard Vodka continues to gain strong traction in Asia and we’re now excited to introduce it in India, where we see great potential for it.

“With vodka sales in India up 14% in 2014, this is clearly a growth market and given Snow Leopard Vodka’s unique story and close ties to this region through conservation projects, we are confident that we have a strong opportunity here.”

Snow Leopard Vodka’s launch in Indian travel retail will contribute to the work of The Snow Leopard Trust, particularly active in the region, as well as its local partner Nature Conservation Foundation (NCF).

It has recently accelerated its awareness-raising and educational activities in India through NCF’s eco-camp programme, which help increase knowledge and understanding of local ecology and foster positive attitudes toward local wildlife.

“2014 was an extremely positive year for the Snow Leopard Trust in India with over 350 children attending 11 camps throughout the year,” commented Siri Okamoto of the Snow Leopard Trust. “These eco-camps inspire and educate future generations, with many participants subsequently aspiring to become wildlife biologists. We look forward to growing this programme in 2015 and continuing our successful partnership with the team behind Snow Leopard Vodka.”

Snow Leopard Vodka was created to help save the critically endangered snow leopards from extinction, says Edrington, which adds that 15% of all profits from Snow Leopard Vodka are donated to snow leopard conservation projects through the Snow Leopard Trust. Edrington’s goal is to raise US$1m for snow leopard conservation projects each year that will safeguard the snow leopard’s future.