Jameson is to release a new collection of bottles exclusive to travel retail, with their labels celebrating the great cities of the world.
On sale from this month and for a limited period, the collection features labels designed to capture the urban culture and essence of eight cities: Amsterdam, Bangkok, Dublin, London, Moscow, Paris, Singapore and Sydney.
Adding to their collectability and highlighting the travel theme, the labels are finished with postage stamp edges. Each label will be exclusive to the corresponding city’s key international airport, with the Amsterdam edition being the first to hit the shelves in Amsterdam Airport Schiphol from August 2013, retailing at €24.50.
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The Jameson City Editions collection celebrates eight major cities from around the world |
To support the launch of the City Editions range, Jameson has also created an activation programme that aims to maximise visibility, consumer engagement and sales.
Upon purchase, consumers will be invited to enter a City Editions Facebook photo competition. This offers a chance to win a retro-inspired travel trunk, which doubles as a drinks cabinet. It contains all eight limited editions and four bottles of Jameson Original.
To enter the competition, consumers will be asked to post a picture of their limited edition bottle or of the city they love on Facebook at www.jamesonwhiskey.com/cityedition. Entries can also be submitted in the airport via a smartphone or custom iPads in promotional spaces.
Jameson Global Brand Director Daniel Lundberg said: “With the Jameson City Editions, we wanted to celebrate the different cultures and personalities of some of the great cities around the world and we’re delighted with the end results.
“We are hopeful that this special collection and the marketing activity we are activating to support the launch will capture the imagination of international jetsetters.”
The activations will also be enhanced through experiential activities, including a simulated bicycle ride in Amsterdam and a virtual city scape of Moscow.
NOTE: Moodie Consumer, the business-to-consumer arm of The Moodie Report, has launched a new consumer blog dedicated to travel retail exclusive products – Only In Duty Free .
While we continue to cover travel retail exclusives for our industry readers here at The Moodie Report, at Only In Duty Free we bring them to the attention of travelling shoppers. With product details, prices and availability, we are providing extensive coverage of exclusives across all travel retail channels.
Please email Rahul.Odedra@TheMoodieReport.com if you would like to find out more about Only In Duty Free or to let us know about any new travel retail exclusives.
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