Beam Suntory has launched a campaign for its Sipsmith gin brand in partnership with Heinemann Tax & Duty Free at Sydney Airport. The activation, which runs until 3 July in the International Terminal, features a quaint English shop-style frontage, exclusive tastings and a virtual distillery tour, promoting the product Sipsmith Sloe Gin.
At a tasting bar situated at the main entrance to the Heinemann store, travellers are encouraged to sample Sipsmith liquids, including the sloe gin.
Brand ambassadors add to the traditional feel of the activation, by sporting old English-style flat caps. This is a nod to the centuries-old traditional gin-making methods used by Sipsmith.
Travellers are invited to immerse themselves into the world of the Sipsmith gin-making process by taking a virtual distillery tour using specially programmed virtual reality glasses.
Beam Suntory Marketing Manager Asia Pacific Travel Retail John Galiatsatos said: “With so many craft gins to choose from today, shoppers are looking for brands that are the real deal and made in a truly hand-crafted way whilst delivering on taste.
“Sipsmith does just that. For lovers of gin this is a must see if you are travelling through Sydney International departures terminal this June.”
Sipsmith Co-founder and Master Distiller Jared Brown said he was expecting strong results from the new activation. He added: “Our growing team of expert distillers take great pride in how they continue to handcraft our Sipsmith Sloe Gin. Each autumn the sloe berries (a hedgerow fruit in the plum family) are picked and left to rest in our award-winning and versatile London Dry Gin.
“Finally sugar is added to create a deliciously balanced fruity gin, perfect for all sipping occasions. Year-on-year the harvests vary due to the ever changing, unpredictable weather. Much like a good wine, every vintage that we produce has its own wonderfully unique character.
“Additionally, we cannot wait to see the fully developed Sipsmith activation in Sydney International. The tireless work of John Galiatsatos and his team, in partnership with Heinemann, will be sure to give travellers a unique Sipsmith experience.”
