U’Luvka Vodka starts GTR revival under Aspri Spirits

Luxury Polish vodka brand U’Luvka Vodka is set to begin a new chapter in travel retail following its acquisition by independent drinks group Aspri Spirits, with European channel revival started through a strategic partnership with JP-GTR.

Led by drinks industry veteran Jean-Philippe Aucher, JP-GTR will spearhead the brand’s reintroduction across key international hubs as part of a refreshed commercial strategy. Travel retail has been identified as the primary long-term growth pillar for U’Luvka’s international expansion.

Early listings in major Middle Eastern and Asian hubs, including Dubai and Delhi, are providing initial momentum as the brand rebuilds its global footprint.

Aspri Spirits Head of International Business Justin Weston noted, “U’Luvka is a brand with genuine heritage and significant untapped international potential, and we are confident its return to travel retail marks a defining new chapter in its evolution. The channel is a critical platform for showcasing premium brands to a global audience. Partnering with JP-GTR is central to the next phase of our GTR journey, bringing the expertise and reach required to deliver our long-term ambitions for the brand.”

JP-GTR Founder Aucher added, “U’Luvka’s return to travel retail is both timely and compelling. The brand combines authenticity, high quality and a strong sense of identity, all attributes that resonate with today’s travelling consumers. This new chapter brings renewed ambition and focus, and I am proud to support U’Luvka’s rebirth in travel retail, as the brand looks to rebuild momentum and re-establish its presence on the global stage.”

Crafted from premium Polish rye and grains under Master Distiller Elzbieta Goldyka, U’Luvka has won more than 80 international awards. Its distinctive cut-glass inspired bottle further strengthens its appeal in fast-paced travel retail environments.