GERMANY. Family-owned spirits company Schwarze & Schlichte has unveiled a high-impact tasting activation for its Three Sixty Vodka brand at Berlin Brandenburg Airport, in partnership with Gebr. Heinemann.
Running until the end of March, the pop-up features live demonstrations by master bartender John Gerald Marquez. Visitors can sample Three Sixty Vodka, which won a Gold Medal at The Spirits Business Awards 2025.
Since early last year, Schwarze & Schlichte has increased its focus on travel retail, strengthening partnerships with leading retailers such as Gebr. Heinemann and expanding its footprint through regional collaborations.
The company is leveraging a complementary push-and-pull effect between travel retail and domestic market development to drive sustainable brand growth.
Direct interaction with shoppers is central to this approach. Schwarze & Schlichte is using activations and consumer touchpoints in travel hubs to engage passengers and gather insights into changing preferences.
The company is expanding its ready-to-drink (RTD) portfolio to reflect trends, including cocktails such as Espresso Martini, Pornstar Martini, the soon-to-launch Skinny Bitch, and long drinks such as Vodka Energy.
Through the Berlin Airport animation, Schwarze & Schlichte is gathering insights into consumer preferences, including low-ABV options, day-drinking occasions and RTD formats.
Schwarze & Schlichte Senior Manager Global Travel Retail Oliver Recker said, “With this strategic approach, we are further strengthening our partnerships with leading retailers worldwide while engaging directly with consumers and travellers.
“This enables us to build stronger brand recognition and create meaningful connections within the fast-paced travel retail environment.” ✈
