THE NETHERLANDS. Imperial Tobacco has boosted sales of the Drum product range following the introduction of two dedicated merchandising units at Amsterdam Schiphol Airport.
The new personalized furniture displays the entire Drum range and is sited in the duty free areas of two of the airport’s key retail outlets.
In Europe, Drum is the most popular RYO [roll your own] brand among Dutch, British and German travellers, each a significant segment of Schiphol’s annual 39.9 million passenger base.
The Netherlands is Drum’s most important domestic market in volume terms, making the Dutch gateway an essential arena for the brand’s development.
“Drum has a 33% share of the [RYO] duty free market,” said area manager Arie Slinger.
“And, with Imperial holding a commanding 73% of the RYO duty free category, it is vital that we continue to drive growth and reinforce our commitment to one of our key customers.”
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