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The super-premium gin is the first addition to the Bombay Sapphire portfolio to be produced at the brand’s new distillery and visitor centre, Laverstoke Mill |
Super-premium gin Star of Bombay is the focus of a new shopper experience now operating in Heinemann stores at Sydney, Frankfurt and Copenhagen airports.
Running until the end of May, the activation is a partnership between Heinemann and Bacardi Global Travel Retail. It has more than 20,000 customer samples planned. It is also set to roll out at an additional 12 stores across Europe, at locations including Berlin, Oslo and Hamburg.
As reported, the super-premium gin was launched earlier this month and is the first addition to the Bombay Sapphire portfolio to be produced at the brand’s new distillery and visitor centre, Laverstoke Mill.
Bacardi Global Travel Retail Regional Director Europe Aude Rocourt said: “We are excited to launch Star of Bombay as a world exclusive in global travel retail with Gebr Heinemann. The launch utilises the category-leading strength of Bombay Sapphire to deliver a vibrant injection of exciting “˜new news’ and creates an exceptional level of premiumisation for what is one of the “˜hottest’ and fastest growing categories in travel retail.
“These high quality, large-scale customer experiences enable us to deliver memorable in-store impact that drives footfall and conversion, making Star of Bombay the key to unlocking the outstanding potential for super-premium sales in the gin category.”
Gebr Heinemann Purchase Director LTC Rüdiger Stelkens added: “We are proud to present Star of Bombay in an exclusive launch programme across a number of our key stores, giving our customers a special and unique experience of an exciting new expression that will reinvigorate and redefine the super premium gin category.”
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The shopper experience is set to roll out at 12 additional airports across Europe |
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