Beam Suntory, the world’s third largest premium spirits company is launching a multi-sensory activation in Heinemann Duty Free Shops at Frankfurt Airport this month to support the introduction of its newest range of super-premium bourbons in Europe.
With activity both in- and out-of-store and support on social media, it forms part of Bourbon Legends, a global campaign which introduces Beam Suntory’s current and past Bourbon Legends, both the people and the brands and showcases the company’s leadership in whiskey innovation.
Anchored with in-store displays and an interactive and theatrical out-of-store installation, the campaign runs throughout August and will educate consumers on the entire bourbon range, sharing the rich stories of its heritage and the icons in the brands’ history. It is expected to reach 2.5 million consumers. The extended range of super-premium American Whiskies, now available in Heinemann Duty Free Shops at Frankfurt Airport, includes Knob Creek Bourbon, Knob Creek Rye, Booker’s, Baker’s and Basil Hayden’s, stocked alongside Maker’s Mark. Premium bourbons represent the category’s fastest growing segment globally and are crafted for the true connoisseur. Each is made from time-honoured recipes and traditions, some dating back two centuries, providing distinctive aromas and tastes for the discriminating palate.
At the out-of-store interactive and multi-sensory experience, travellers have the opportunity to sample the bourbons at the Bourbon Legends tasting bar. Whilst enjoying a bag of traditional popcorn, they can watch a film to learn about their history and how they are produced and can touch and smell the grain mixture of corn, rye and barley malt.
Each bourbon will be displayed on a digital touch bar allowing consumers to reveal product information and also participate in a quick online quiz for a chance to win exclusive prizes including a bartender tool kit, a copy of Beam, Straight Up, The Bold Story of the First Family of Bourbon, written by Jim Beam’s 7th Generation master distiller, Fred Noe, and a bottle of each of the featured bourbons. The digital campaign also offers visitors the chance to take away a copy of the Bourbon Bugle newspaper to include a photo of the participant with personalised text on the front page alongside information on true bourbon legends.
Awareness of the Bourbon Legends campaign will be extended by Heinemann Duty Free on its website and Facebook where participants will be linked to www.becomeabourbonlegend.com.
