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Beam Global Spirits & Wine has captured a real Sense of Place with the new Maker’s Mark city-specific gift pack range |
INTERNATIONAL. Beam Global Spirits & Wine has launched a range of premium, city-specific gift packs for its handcrafted bourbon, Maker’s Mark, as part of its long-term strategy to grow the brand globally.
Designed to inspire travellers, the range of collectable packs has been created exclusively for travel retail and is available across all major passenger hubs.
Each of the 12 “˜The Mark Of”¦’ limited-edition packs features a different city, including six European cities – London, Paris, Amsterdam, Moscow, Madrid and Barcelona and six across the US – Manhattan, Washington DC, Miami, Los Angeles, Chicago and San Francisco.
The packs, which are available exclusively in these cities’ airports from January for 12 months, show a classic and instantly recognisable skyline of each city, with the Maker’s Mark bottle visible in each vista. Other cities are expected to join the line-up later in the year.
The new travel retail packs are part of Beam’s focus on developing the Maker’s Mark brand internationally. A high-impact airport campaign is currently underway, which aims to raise awareness for Maker’s Mark among passengers and encompasses advertising, in-store education and secondary displays.
Beam Global Director for European Travel Retail Gareth Brown said: “This launch is part of the international expansion of the brand outside of North America. Travel retail is an important channel as it is a showcase arena and the conduit between key domestic markets.”
“These unique and innovative packs illustrate Maker’s Mark’s character and demonstrate our commitment to building Maker’s Mark in travel retail and around the world, establishing an emotional link with passengers and enriching the travel experience.”
Maker’s Mark is distributed via Maxxium Travel Retail.
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