Edinburgh Gin, the number one Super Premium gin in UK travel retail, has launched an extensive airport activation campaign with Dufry across the UK and in Europe this summer and autumn.
The investment includes high-impact installations in the World Duty Free stores at London Stansted Airport and Heathrow Terminal 5, with tasting bars run by highly trained promoters who introduce shoppers to the Edinburgh Gin range, including two Dufry-exclusive flavours. The range is also explained in eye-catching imagery on wall bays, pillars and digital screens, taking consumers on a journey of flavour. Customers are given a cocktail recipe booklet and with the purchase of any two bottles of Edinburgh Gin, receive a branded zester as a gift. They can also enter a digital competition via a QR code to win the full Edinburgh Gin duty free range.
The Stansted activation in August focused on the exclusive launch with Dufry of Strawberry & Pink Peppercorn and the Heathrow Terminal 5 activation in September focuses on communicating Edinburgh Gin as the pioneers of flavoured gin.
“As the pioneers of the highly popular Rhubarb & Ginger flavour, we continually seek to entice consumers with innovative new flavours and the two Dufry-exclusive flavours, Strawberry & Pink Peppercorn and Watermelon & Lime are great examples of that,” says Ian Macleod Distillers’ Global Travel Retail Director, William Ovens. “Edinburgh Gin Classic, a perennial favourite, is the base gin underpinning our flavoured range.”
Ian Macleod Distillers is also partnering with Dufry in its own Summer Campaign and Edinburgh Gin pop-up bars have been installed at UK airports, including Edinburgh, Aberdeen and Glasgow and, for the first time, in Europe with Dufry in Alicante. In September, Edinburgh Gin is also spearheading a high-profile, multi-faceted, digital campaign in Spain.
Dufry’s Global Head of Liquor, David de Miguel says: “Edinburgh Gin is one of our most refined and recognised spirits brands and the high-profile activations in Heathrow, Stansted and Spain and Edinburgh Gin’s participation in our Dufry summer campaign are really broadening the awareness and appeal of this major brand, driving sales across the range.”
William Ovens says: “Our investment in activations across multiple airports demonstrates our commitment to the channel and confidence in Edinburgh Gin which is performing particularly well, bolstered by the success of the new flavour, Strawberry & Pink Peppercorn.”
Launched in June, Edinburgh Gin Strawberry & Pink Peppercorn (1L / 40% ABV) is hand-crafted using a blend of traditional gin botanicals, mixed with bright, fresh notes of strawberry and balanced with subtly sweet and spicy pink peppercorns. It is available in all key UK World Duty Free stores and the other main Dufry stores in European airports. It sits on shelf with Edinburgh Gin Classic, Rhubarb & Ginger and Watermelon & Lime and three highly popular Edinburgh Gin liqueurs, Rhubarb & Ginger, Raspberry and Elderflower.
Last month Edinburgh Gin launched the first of its kind, stand-alone bar at Edinburgh Airport in partnership with Plaza Premium Group, the pioneers of independent Executive lounges in airports.