Rémy Cointreau Global Travel Retail is running a stunning multi-brand promotion at Amsterdam Schiphol Airport…
The Craft Journey – Travel to the Origins of Elite Spirits is an immersive activation intended to let shoppers discover a selection of the most exquisitely crafted expressions from the Rémy Cointreau portfolio, and encourage them to jump from a category with which they are familiar to another, thereby enlarging their repertoire.
Secondly, from the retailer’s perspective, the promotion is intended to maximise the revenue per basket and drive sales across the various Liquor and Spirits sub-categories while providing a unique consumer experience.
Lyndea Dew, Global Marketing & Development Director at Rémy Cointreau Global Travel Retail, explained: “Craftsmanship is at the heart of Rémy Cointreau’s DNA. Each one of our brands has evolved and developed in the hands of a skilled craftsman whose unique savoir-faire is passed down from one generation to another.
“This asset is a huge opportunity to encourage exploration and multi-buy. There is no reason why a client interested in the Bruichladdich craftsmanship on Islay should not be interested in the way Mount Gay is hand-made in Barbados. This is an opportunity to break down category walls because it is about the client’s passion for authenticity, know-how and origins. It is not about sticking to one tried and tested category.”
The Craft Journey associates a selected range of premium expressions from the Rémy Cointreau portfolio: Mount Gay, The Botanist, Bruichladdich, Rémy Martin, Cointreau and Metaxa.
Launched in Amsterdam Schiphol Airport Lounge 1, the activation combines brand story-telling, video and, of course, tasting. A video plays about the heritage of the brands that the customer has chosen while he or she savours the aromas and intricate flavours of the drink.
For each brand on display there is a link on the wall map depicting individual brand journeys, highlighting the bottle, the craftsmanship story and relevant sensory elements such as ripe golden barley for Bruichladdich whisky, botanicals for The Botanist gin and the bitter sweet oranges from which Cointreau is derived.
Rüdiger Stelkens, Purchase Director Liquor, Tobacco, Confectionery at Gebr. Heinemann, commented: “Amsterdam Schiphol is a vibrant mix of seasoned business travellers and enthusiastic holidaymakers of all ages and backgrounds. In order to capture their attention we love to dramatize retail with lively activations, spectacular displays and other customer- engagement activities. We are delighted to have worked with Rémy Cointreau on The Craft Journey, which is a perfect example of a discreet promotional tool that informs, educates and entertains in a refined and contemporary way.”
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