Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
DENMARK. Our images selection today comes from a recent visit to the TAX FREE Heinemann store at Copenhagen Airport.
Here, Anora Group’s Finnish vodka brand Koskenkorva is inviting travellers to ‘Party like there is tomorrow’ through a colourful tasting-bar activation focused on its expanding liqueur portfolio, writes Senior Business Editor Mark Lane.
The campaign combines sampling, promotional offers and sustainability messaging in the Nordic region’s busiest international travel hub.
Dedicated brand ambassadors are engaging passengers directly at the activation, encouraging trial through what Anora Group describes as a strong ‘liquid to lips’ approach.
The eye-catching space showcases a broad range of Koskenkorva products, including Rhubarb Liqueur, Green Apple Liqueur, Blueberry Cardamom Liqueur, Espresso Liqueur, Strawberry Liqueur and Minttu, alongside Koskenkorva Daiquiri Raspberry, Koskenkorva Vodka and Koskenkorva Vodka Climate Action.
According to Anora Group Global Travel Retail Sales Director Olli-Pekka Lappalainen, who highlighted Copenhagen Airport’s strategic importance for the brand, the sustainability-led slogan sitting above the activation reflects changing consumer priorities.
“Party like there is tomorrow is a testament to our commitment towards sustainability,” he told us. “We as a brand understand that sustainability is more and more one of the primary factors for young consumers and the tagline is there to communicate to them that taking care of tomorrow is at the root of everything we do and when they choose us, they can trust that.”
The campaign also features a strong promotional component. During April, travellers could purchase two bottles from the Koskenkorva Liqueur range for DKK169.90 (US$26.71), a saving of approximately -20% off the standard retail price.
Earlier in the campaign, Koskenkorva enamel mugs were offered as gifts with purchase.
The activation is delivering strong commercial results. The Anora Group told us that April 2026 revenue for the promoted Koskenkorva liqueur range increased by around +140% in unit sales. ✈
