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The high-impact, visual campaign tailored to travellers aims to establish an emotional link with Maker’s Mark |
INTERNATIONAL. As part of its ambitious international expansion plans, Beam Global Spirits & Wine has launched a major campaign in travel retail around Maker’s Mark.
The campaign was unveiled to travel retail media at a special event in London yesterday evening, at Notting Hill’s Portabello Star cocktail bar.
The high-impact campaign has been developed to raise awareness of Maker’s Mark among passengers. It will encompass advertising, in-store education, secondary displays and exclusive travel retail gift packs.
Launching in September, the activity forms part of a longer term strategy and will feature in major European and US airport hubs, including London, Munich, Moscow, Paris, New York, Los Angeles, San Francisco and Washington.
Bespoke advertising, aiming to engage with existing consumers and recruit new drinkers, will be installed from the airport entrance to the store itself and will appear on escalators, in security trays, on the concourse and in the luggage hall at key airports. Featuring travel-themed strap-lines, all ads will star the Maker’s Mark bottle.
In-store brand ambassadors will conduct tastings and explain the heritage of the bourbon. Tailored secondary displays and educational POS on-shelf will aim to heighten visibility at point of purchase.
Beam Global Spirits & Wine Director for European Travel Retail Gareth Brown said: “Travel retail plays an important role in our international expansion plans for Maker’s Mark as it is a showcase arena and also the conduit between key domestic European markets. We are therefore investing in the most significant campaign ever launched for the brand in travel retail.
“Everything about this high-impact, visual campaign is tailored to travellers and designed to enrich the travel experience, establishing an emotional link with Maker’s Mark, while also demonstrating its undisputed quality credentials.”
Maker’s Mark is listed on all 150 British Airways long-haul routes from September 2010 (223 planes).
Maker’s Mark is distributed via Maxxium Travel Retail, the joint venture between Beam Global Spirits & Wine and The Edrington Group.
About Maker’s Mark bourbon
· Every bottle of Maker’s Mark is hand-dipped in signature red wax
· Maker’s Mark is the oldest operating whiskey distillery in the US and still uses the same handcrafted methods which started the brand over 50 years ago
· Maker’s Mark uses soft red winter wheat (instead of rye) and its own iron-free water source to create the taste
· Maker’s Mark only produces 19 barrels at a time
· Maker’s Mark was voted the number one pouring bourbon by Jake Burger at a category taste test in May 2009.
