Travellers passing through London Luton Airport this month will be able to celebrate the spirit of Ireland with a special tasting organised by The Pogues Irish Whiskey and Aelia Duty Free.
Shoppers will be invited to swap a story or two over a dram of The Pogues and take advantage of a special gift of a branded 4cl shot glass with each purchase.
The promotion is running from 3rd to 19th March, including the biggest day in the Irish whiskey calendar – St Patrick’s Day – which falls on 17th March.
The theme is ‘The Irish Rover’ and lyrics from The Pogues’ famous song appear on the point-of-sale materials including tent cards, posters and beer mats.
Simon Roffe, Managing Director, Europe and Global Travel Retail of brand-owner Halewood Wines and Spirits, said: “The aim of this promotion is to put The Pogues into the spotlight and celebrate St Patrick’s Day without resorting to leprechauns and limericks. It’s all about sampling this great liquid, enjoying time with friends, and listening to a little music … and all, if possible, in a dignified but rebellious Pogues fashion! We are delighted to be working with Lagardère [parent company of Aelia Duty Free] on what we believe will be a very successful and most enjoyable activation.”
The Pogues Irish Whiskey (ABV 40%) is a smooth, light blend combining the finest Irish malt and grain whiskies which was created by West Cork Distillers in association with the Celtic band from which it takes its name.
It is triple-distilled, non-chill-filtered, and matured in American bourbon barrels before being bottled for travel retail in sleek black one-litre bottles.
Aelia Duty Free stores will also will be selling Halewood’s premium gins – Whitley Neill, Marylebone and Liverpool Gin – in its UK travel retail outlets from April.
See more at www.halewood-int.com
www.thepoguesirishwhiskey.com
