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The Nuance-Smirnoff Gold campaign features striking white and gold visuals |
The Nuance Group, in partnership with Diageo, has unveiled a high impact promotional concept for Smirnoff Gold at Zürich Airport.
The striking gold and white 10sq m installation with a tasting bar and product display is located on the upper level of the airport’s duty free store.
The promotion represents the latest phase in the travel retail rollout for the new vodka product, which made its global debut with selected retailers in February. Similar branded executions will also be available at Nuance’s duty free stores at Geneva (tasting bar), Faro (tasting bar) and Arlanda (branded unit) until mid June.
The Nuance Group Commercial Director Europe Alex Anson-Esparza commented: “Building strong relationships with our brand partners, such as Diageo, is key to our success and ensures we are able to deliver an outstanding retail experience that reflects our joint commitment to excellence in quality, innovation and service. This new activation for Smirnoff Gold Liqueur will complement our existing array of retail opportunities, and I am confident will generate fantastic customer engagement and response.”
The company believes the concept’s high profile position in a promotional zone on the main walkthrough pathway will ensure strong brand visibility.
Nuance has collaborated in a number of activities with Diageo, including a social media communication which targeted customers at Geneva, Nuance’s initial launch location, where more than one million Smirnoff fans were informed of product availability.
Diageo Regional Director Global Travel & Middle East – Europe Paul Downing said: “Smirnoff Gold was launched across the Nuance Europe business in February this year as part of the longstanding category partnership between us. Nuance supported the launch right through to store staff and sampling. The results we’ve seen so far prove the importance of innovation as a growth lever in travel retail and the benefit of genuine collaboration.
“As part of the launch Diageo and Nuance worked together to trial a social media initiative which reached over one million Smirnoff adorers in Europe, inviting passengers travelling through Geneva to purchase Smirnoff Gold. During the first two weeks on shelf, Smirnoff Gold accounted for 10% of total vodka category sales. The launch activity also included the first liquor activation in the 10sq m MPP zone in the new duty free store in Zürich. This is a great example of suppliers working seamlessly with customers for mutual benefit. We are excited about exploring further use of social media to drive footfall and sales,” added Downing.
The Nuance Group General Manager for Zürich Airport Karl Walter said: “This promotion is a perfect example of how we are continually developing our offer to deliver an enjoyable and attractive shopping environment for our customers. Combined with our other recent developments, this ensures we are catering to the demands of travellers using this airport and providing them with the very latest products on offer.”
The Nuance Group is also working on other developments including a major transformation of its Portuguese operation with the addition of four speciality stores (Ralph Lauren, Montblanc, Ferragamo and Ermenegildo Zegna) to complement a new walkthrough duty free store, a new core and speciality offer at Turkey’s Antalya T2 and the further expansion of its flagship Zürich duty free outlets with new beauty boutiques and a confectionery shop-in-shop concept.
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The promotion (above and below) is highly visible in the heart of the Nuance store |
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