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Branded display cases are being used to showcase Diageo’s premium spirits |
GERMANY. Leading retailer Gebr Heinemann has launched a major promotional drive with Diageo at its Frankfurt Airport Luxury Lounge. The partnership will showcase the brand owners’ leading premium whisky, gin and vodka brands.
Key Diageo brands Johnnie Walker, Bushmills, Tanqueray, Talisker and Ciroc are presenting special edition versions of their finest reserves. The campaign takes place in the Luxury Lounge at the Travel Value & Duty Free Shop at Frankfurt Airport’s Schengen B Terminal.
“The Luxury Lounge provides the perfect platform for our Reserve Brands”, explained Diageo Global Travel & Middle East (GMTE) Trade Marketing Manager Constanze Vogel. “This exclusive world reflects the value of the brands that we represent. Together with Gebr Heinemann our aim here is to offer customers a luxury shopping experience.”
Carrying the motto ‘Your Passport to Luxury’ one of the showpieces of the Luxury Lounge promotion is Johnnie Walker Blue Label King George V Scotch Whisky. Described as “˜the jewel in the crown of the Johnnie Walker family’ the blend is handcrafted and made using whiskies from distilleries which were operating during the reign of King George V.
Diageo is also presenting Johnnie Walker Blue Label in a lacquer presentation case, a special edition available at only two places in the world: the Travel Value & Duty Free Shop in Frankfurt and Singapore Changi Airport.
The Bushmills brand, which celebrates its 400th anniversary this year, is presenting a birthday edition of its Irish whiskey, which will be available on the orange new sales island that forms part of the Luxury Lounge.
Individually branded display cases are also being used to promote the Tanqueray No. Ten gin and Ciroc vodka brands.
As an added incentive customers who make purchases during the promotion will receive stylish glasses provided by Scandinavian company Iittala, confirmed Gebr Heinemann.
Prior to opening the Luxury Lounge, Diageo ran an exclusive training course for Gebr Heinemann’s employees which focused on developing knowledge of the company’s premium brands which could then be passed on to consumers.
“Our trained promoters will ensure that the service is perfect. At tastings of our Single Malt Scotch Whisky Talisker, they are giving information about vintage, origin and the production process”, said Gebr Heinemann’s Kerstin Butenschön.
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Key Diageo brands Johnnie Walker, Bushmills, Tanqueray, Talisker and Ciroc are all presenting special edition versions of their finest reserves as part of the Luxury Lounge promotion at Frankfurt Airport | |
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