The House of Suntory, part of Beam Suntory, has launched a high-visibility pop-up activation at Frankfurt Airport with Gebr. Heinemann to highlight the release of the Roku Sakura Bloom Edition gin.
Set on a 12sq m space, the immersive pop-up is running at Terminal 1 A+Z Non-Schengen Departure Area until 31 May.
The promotion follows a highly successful Roku activation with Gebr. Heinemann last year, which also took place at Frankfurt Airport.
The Roku Sakura Bloom Edition is the brand’s first limited-edition gin inspired by the Sakura (cherry blossom) flower and world-renowned Hanami Festival. The expression marks the first release in the Roku Gin Festival collection, a global series inviting gin enthusiasts to celebrate different seasons.
The House of Suntory Roku Sakura Bloom gin also celebrates the Japanese concept of Shun, when nature is at its peak in terms of flavour and freshness.
The expression (43% ABV) will be available for a limited time only with selected airport retailers for an RRSP of US$32 for 700ml.
Described as “light, open and inviting”, the pop-up is dressed in a pink pastel colour palette. It features elaborate decorations including pink blossom floral displays, reminiscent of the renowned Hanami ‘flower watching’ festivals.
The area immerses travellers with striking visuals and merchandising displays to highlight the Roku Gin Sakura Bloom Edition branding and its limited-edition status.
Travellers who purchase two bottles receive an exclusive Japanese Knot Bag GWP that features the Roku Sakura Bloom design.
Suntory Global Spirits Brand Marketing Director Global Travel Retail Manuel González said: “We are thrilled to collaborate once again with our valued partner Gebr. Heinemann to celebrate this inaugural Roku limited-edition gin. We see plenty of potential within the premium gin category, and are confident that this eye-catching animation will boost awareness – and create plenty of ‘buzz’ – at this key location.”
Frankfurt Airport Retail Head of Category Management and Marketing Niclas Lammers commented: “The Frankfurt pop-up has really brought this launch to life, perfectly encapsulating the freshness and brightness of the ephemeral spring cherry blossom season – and the spirit of this very special premium release.
“We are very happy to be able to present this special feature to travellers at Frankfurt Airport and thus turn travel time into valuable time.”
Gebr. Heinemann Head of Buying Spirits Bastian-Philipp Müller added: “At Gebr. Heinemann, we are dedicated to continuously presenting travellers with unique products that showcase exceptional craftsmanship. One such product is the limited-edition gin from our trusted partner Suntory Global Spirits.
“While gin has been predicted to lose relevance in recent years, this is a testament to the fact that gin still has stable sales and is popular with consumers. We are delighted to present this exceptional gin in travel retail, providing it with a prominent platform through a high-profile activation in Frankfurt.” ✈
