Halewood Artisanal Spirits will launch a wide-ranging activation programme for Whitley Neill Gin and Dead Man’s Fingers Rum across key UK and European airport locations in Q2.
The programme targets key airports, including Aalborg and Frankfurt, alongside a series of prominent UK activations at London Gatwick South, Manchester, Stansted and Liverpool airports.
The roll-out will begin in April with a high-impact digital pillar activation in partnership with Avolta at London Gatwick. This will be complemented by a major activation at Liverpool Airport during the week of the Grand National horse race (11 April).
It will extend into May and June with further activations across Manchester and London Stansted airports.
Halewood Artisanal Spirits will run a high-profile pop-up in Manchester Airport Terminal 2 throughout May, a takeover of Stansted Airport’s main expo space in the same month, and a major activation in Manchester Airport Terminal 1 during June.
Manchester is expected to be a stand-out location in 2026, Halewood said, supported by increased passenger volumes and enhanced retail infrastructure following recent terminal developments.
In addition, Halewood Artisanal Spirits is introducing a refreshed activation concept for 2026. Vibrant colourways and dynamic merchandising units are the key elements of the new concept.
A central feature of the campaign is an enhanced ‘Lift & Learn’ digital experience, designed to deepen consumer engagement. Travellers simply lift selected bottles and place them on sensor-enabled podiums to access tailored product information on adjacent digital screens.
Sampling will remain central to the activation strategy, supporting both engagement and conversion. The focus will be on best-selling expressions, including Whitley Neill Rhubarb & Ginger, alongside a curated selection from the Dead Man’s Fingers portfolio.
Halewood continues to prioritise the UK and Europe as core growth markets within global travel retail. The company expects intra-European travel to remain resilient in the midst of ongoing geopolitical uncertainty with travellers favouring short-haul and regional journeys during the peak summer period.
According to Halewood, this offers new commercial opportunities across regional travel hubs. The larger-scale activations at Aalborg and Frankfurt airports will anchor the brand’s continental Europe strategy.
“Our Q2 activation programme is a step forward in how we engage travellers across the UK and Europe,” said Halewood Artisanal Spirits Global Travel Retail Director Eamon Prunty. “We are investing in bigger, more impactful spaces such as Aalborg and Frankfurt, while continuing to strengthen our presence in key UK hubs such as Manchester, Gatwick and Stansted.
“The introduction of our refreshed visual identity, combined with the Lift & Learn experience, allows us to create a more immersive and memorable interaction for shoppers. It’s about making it easier – and more exciting – for travellers to discover the breadth and quality of our range.”
He added: “With travel patterns evolving this year, we see a clear opportunity in European and regional travel. Our activations are designed to meet travellers where they are, delivering standout visibility and driving trial through engaging, flavour-led experiences.
“Ultimately, our ambition remains the same: to get liquid on lips, supported by bold, eye-catching executions that reflect the personality of our brands and convert interest into purchase.” ✈
