INTERNATIONAL. Rémy Cointreau Global Travel Retail, in collaboration with Gebr. Heinemann, has released the latest expression in The Botanist gin collection – Hebridean Strength – as a channel exclusive. As reported, the line was introduced to the industry at TFWA World Exhibition in October 2022.
The new expression is available across nine locations in Europe and Australia. These include Heinemann Duty Free at Berlin, Hamburg, Frankfurt, Vienna and Sydney airports, and at travel retail stores in the Heinemann network in Istanbul, Copenhagen and Amsterdam, plus through distribution client Eurotrade at Munich Airport. It is offered at a RSP of €49.99 (70cl). After this initial launch the new line will enter travel retail worldwide from April.
The Botanist Hebridean Strength release is accompanied by a series of immersive experiences at travel retail locations.
The animation at Istanbul Airport features a multi-sensory product discovery bar. It also includes interactive touchpoints including a scent-paper kiosk, nosing trumpet and 3D discovery table.
At the bar, shoppers are invited to discover the different tastes of the Hebrides by learning about the different scents, botanical mix and Islay landscape inspiration at the core of the gin expression.
Heinemann Duty Free stores at Berlin Airport and Frankfurt Airport each include a royal blue-coloured tasting bar.
The bar showcases the new bottle at the centre of a design inspired by of the Isle of Islay and an interactive flavour wheel that uncovers details about the gin’s 22 botanicals.
A bespoke nosing trumpet invites shoppers to experience the scent of the liquid and to sample the new gin.
Bespoke gondolas and end caps have also been introduced at Copenhagen, Amsterdam, Munich, Vienna and Istanbul airports, featuring the educational Islay plinth and botanical flavour wheel.
A digital campaign is running across Heinemann’s main ecommerce, spirits and gin homepages, supported by visibility on the retailer’s ‘Heinemann & Me’ app, Facebook page and through shopper newsletters.
Distilled and batch-produced at Bruichladdich Distillery, the expression blends 22 signature, hand-foraged Islay botanicals found in The Botanist Islay Dry Gin. It is bottled at 51.5% ABV.
Rémy Cointreau Marketing Director Qi Xin Gwee said: “It is a privilege to unveil the first drop of liquid innovation from The Botanist as an exclusive for global travellers. Travel retail is a core part of Rémy Cointreau’s strategy for inspiring clients with our exceptional, distinct, and innovative spirits, and this launch underpins our vision to be the partner of choice in the channel. The Botanist Hebridean Strength is for adventurers seeking intense sensory experiences on their travels and in their spirit selection, and we look forward to seeing our travelling clients explore what The Botanist’s bolder side has to offer.”
Gebr. Heinemann Marketing Director Jens Peter Peuckert commented: “We are pleased to offer The Botanist’s first-ever liquid innovation exclusively for travellers in Europe and Australia. This latest collaboration with our partner Rémy Cointreau Global Travel Retail is a great example of how we are inherently focused on bringing excitement to the passenger journey as well as creating engaging concepts for unforgettable experiences in travel retail.”
Members of the ‘Heinemann & Me’ loyalty programme were also given the first view on this new product exclusively offered online, two weeks before it was available in the travel retail stores. Peuckert added that this was aimed “to continuously offer unique benefits is an important part of our loyalty strategy.”✈
