Diageo has secured the first in-flight listing for its Ketel One vodka brand in the Americas.

The company confirmed yesterday (26 March) that the brand, which Diageo owns in partnership with The Nolet Group, will be available on American Airlines flights going forward.

"We are working closely with (in-flight duty free concessionaire) DFASS to premiumise the in-flight duty free retail offer," said Ketel One's customer director, Casey Williams. "The in-flight channel offers us the additional time and expanded opportunity to engage, entertain and educate the consumer."

The retail listing on-board American Airlines consists of a 1-litre bottle in a gift box with, in its first configuration, a purchase gift of a logo'ed pouring measure.

The company has created an incentive programme, which includes the prize of a Ketel One-emblazoned Smart Car for the top performing in-flight Ketel One sales person at American Airlines.

Diageo secured a deal a year ago with the Nolet family to form a new company owning the exclusive global rights to sell, market and distribute Ketel One.