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A fine example of an upscale promotion: A bottle of Rémy Martin Louis XIII on display in the Travel Value & Duty Free Shop, retailing at €2,850 |
GERMANY. Frankfurt Airport’s latest luxury promotion, developed by Maxxium Global Travel Retail and Gebr Heinemann, has almost doubled the average sales of Cognacs, tequilas, whiskies and Champagne in its first month.
The range of super-premium wines and spirits from France, Scotland, Mexico and the US has been assembled in the Luxury Lounge of the airport’s Travel Value & Duty Free Shop in Terminal 1 B Schengen.
Glass display cabinets, tasteful lighting, well-informed staff and exclusive promotion and tasting areas are all designed to encourage consumers to interact with the products.
At a Maker’s Mark “˜dipping station’ consumers can watch promoters applying signature wax seals to bottles by hand.
In the airport’s Luxury Lounge, passengers are being invited to sample a shot of The Snow Grouse – the first Scotch whisky designed to be served straight from the freezer – currently available only in duty free and travel retail.
The travel retail exclusives continue with Rémy Martin Premier Cru VSOP and Premier Cru XO, which can be sampled during the Luxury Lounge promotion. Those seeking greater luxury may choose a magnum of Rémy Martin Louis XIII on display in a glass cabinet, retailing at €2,850.
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Passengers can sample a shot of The Snow Grouse – currently available only in duty free and travel retail |
Maxxium Global Travel Retail Marketing Manager Petra Nagel said: “Interesting events and specially trained promoters who will give expert information as well as tastings make the Luxury Lounge a real shopping experience for customers and offer our brands a unique presentation platform. We have been delighted with the results so far: enthusiastic customers, increased sales and a real sense of excitement, even in the current depressing climate.”
The selection of fine wines and spirits available in the Luxury Lounge includes several other premium brands from the Maxxium Global Travel Retail portfolio, including Highland Park single malt whisky, Tres Generaciones tequila and Charles Heidsieck Champagne.
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