GERMANY. Bacardi Global Travel Retail is celebrating the 150th anniversary of vermouth and sparkling wine brand Martini with a motorsport-themed promotion at Frankfurt Airport in partnership with Heinemann Duty Free.
The centrepiece of the campaign is a new Porsche 911 GTR Cup car – wrapped in the distinctive light blue, dark blue and red stripes of Martini Racing – in Heinemann Duty Free’s main Schengen store.
According to Bacardi, the car is already driving footfall into the store in the new A/Z Terminal, where passengers can try the Martini Royale signature drink whilst watching classic Martini Racing moments. The brand’s relationship with motor sport stretches back to 1968.
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The campaign celebrates Martini’s 150th anniversary and its association with motorsport |
Travellers can purchase limited edition bottles of Martini vermouth or sparkling wine, as well as Martini Racing branded merchandise including racing helmets, polo shirts and caps .
Martini is also celebrating its heritage with a limited edition 150th Anniversary label. The label across Martini Rosso, Bianco, Extra Dry and Rosato honours the original designs on the Martini Rosso bottle from 1867 to 1997.
Emblazoned on the label are the coats of arms of the Royal House of Italy and the city of Turin. Both flank the winged “Roman Goddess Fame”, commemorating the Grand Prize awarded to Martini at the 1878 Paris Grand Exhibition.
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“We have a strong track record of partnering with Heinemann to create highly successful promotions for our portfolio of premium brands and this special celebration of Martini is set to be one of our most impressive to date,” said Bacardi Global Travel Retail Regional Director for Europe Aude Rocourt.
“I can think of no better way to celebrate the 150th anniversary of an Italian icon in Germany than to showcase its longstanding relationship with a German icon like Porsche.”
Bacardi and Heinemann Duty Free are celebrating the extraordinary cocktail heritage of Martini with a separate sampling bar where passengers can enjoy Martini drinks prepared by a bartender including the classic Martini cocktail, the El Presidente and the Martini Caipirini.
Gebr Heinemann Purchase Director Liquor, Tobacco and Confectionery Rüdiger Stelkens said: “The striking Martini Racing Porsche 911 is acting like a magnet for passengers and driving footfall not only for liquor but throughout the store.”
The Martini Racing promotion at Frankfurt Airport runs through to the end of August.
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