 | Sixties cool: Route 66 carton and bottle |
UK. Protégé International has reported growing domestic and travel retail success with its Route 66 premium beer brand.
CG Hibbert Ltd, the largest supplier of bonded stores for the UK duty free market including cross-Channel operators Seafrance, Speedferries and Eurotunnel, has chosen to list the product on the ferries and also in Calais, which is stimulating demand for the product in the UK and elsewhere in Europe, according to Protégé.
On the international circuit, Route 66 was the official beer for the UK launch of the prestigious Embassy Abu Dhabi restaurant and private members club, modelled on the Embassy in London, which will open to a select membership on 14 November. In Ireland, the brand is being sold in Tesco supermarkets.
The premium beer, a light Pilsner-style lager, was created to reflect the hedonistic attitude of those who trailed Route 66 from Chicago to Los Angeles in the 1960s.
Protégé International CEO André Levy said: “The success of Route 66 Beer in very different markets – from a private club favoured by celebrities to a retail giant – demonstrates that there are specialist beer drinkers everywhere looking for something out of the ordinary.
“Route 66 Beer with its cool, laid-back image fits well in the very specialised duty free context where bulk purchase is not an option and individuality is king.”
The full range of products presented to duty free and travel retail by Protégé International, including The Wild Geese Collection of Irish whiskey and a diverse portfolio of cigarettes, is being exhibited at TFWA World Exhibition (Stand number: Red Village K12.
For details, contact André Levy, Protégé International, tel: +44 8700 339 866, e-mail andre.levy@protege-international.com
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World Duty Free goes on a Wild Geese chase – 12/10/07
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