 |
The Spreewald pickles are attracting a high level of attention among passengers at Berlin Schoenefeld Airport |
GERMANY. Gebr Heinemann is deepening its offer of regional products at Berlin’s key airports as it prepares for the opening of the new international airport serving the capital (Berlin Brandenburg International), which opens in June 2012.
Typical of the new-look range is a selection of local pickle specialities, well known throughout the region, named Spreewaldgurke.
Gebr Heinemann Travel Value & Duty Free Shops Manager Michael Klagge said: “With these regional items we are giving our offer at the airport an identity. We select the unmistakeable highlights of the region of Berlin Brandenburg, and give them to passengers as they travel.”
Because an entire jar of the new speciality pickles is difficult to fit into passengers’ hand luggage, the retailer has made a specially designed can available for purchase. Gebr Heinemann said the product had become a cult item among visitors to the area, and is branding its campaign to sell them with the slogan “˜Get One!’.
Berlin Airports said it placed great importance on balancing the international and regional offer at the existing airports of Schoenefeld and Tegel, and at the new airport.
Non-aviation Director Norbert Minhorst said: “Last year we named Gebr Heinemann as operator of the duty free and duty paid shop at BBI. They presented a convincing and varied regional assortment, offering passengers a broad selection of products from Berlin and Brandenburg. The Spreewaldgurke embodies, like almost no other product, the variety on offer in this region.”
Klagge added: “We will further broaden our regional assortment at BBI. The Berlin-based architect Graft has developed an outstanding display area in the centre of the shop, where travellers will find specialitse, fashion and modern souvenirs from Berlin and Brandenburg.”
The retailer’s existing Berlin airport stores will be re-branded under the Heinemann Duty Free name from December, the company confirmed. Among the new services on offer will be pre-order and advance telephone booking of products before passengers arrive at the airport.
 |
Heinemann Duty Free at Frankfurt Airport: the retailer’s Berlin stores will be rebranded in December |
