Heinemann and SYD bring Maker’s Mark to life in ASPAC

By Luke Barras-hill |

Makers Mark SYD

Featuring a permanent wallbay, the POS is a ‘first’ for the brand in Asia Pacific.

Beam Suntory has executed an Asia Pacific first activation for travel retail exclusive Maker’s Mark 101 at Sydney Airport’s International Terminal in partnership with Gebr. Heinemann.

The ‘immersive’ launch, which runs until 2 February 2019 before rolling out to key global markets, debuts a permanent wall bay for the brand in travel retail [click below to view a video].

The latest partnership builds further momentum for the brand, which recently hosted a promotion at Budapest Ferenc Liszt International Airport that delivered a sales increase of +702% in October year-on-year at the SkyCourt passenger hall.


Heinemann Duty Free Managing Director at Budapest Airport Ildikó Jankovich commented: “The Beam Suntory promotion is a real traffic stopper as it perfectly combines all aspects to make airport shopping a truly joyful event: customer engagement, multi-sensory experiences and entertainment, travel retail exclusives and gifts with purchase.

“Promotions like these also give customers the opportunity to experience the lifestyle of a brand – offering our suppliers a multitude of opportunities here to refine their own company profile with travel specific formats and thus generate growth for themselves.’”


Customers can take home their own unique, hand-dipped glass tumblers upon purchasing a bottle of Maker’s Mark 101.

Educational elements that capture the craftsmanship of the liquid play out through four unique bottles promoting its four ‘Ws’: water, wheat, wood and the trademark red wax.

Brand ambassadors occupy a space to conduct tastings, with the activation featuring drawers containing additional brand information for shoppers.

In an additional twist of novelty, shoppers can witness live wax dipping and can take home their own unique, hand-dipped glasses upon purchasing a bottle of Maker’s Mark 101.

The Heinemann Tasting Bar in departures also allows shoppers the opportunity to explore Maker’s Mark 101 and the wider family of brands.

John Galiatsatos, Marketing Manager Asia Pacific Travel Retail, Beam Suntory, added: “Maker’s Mark 101 represents a brand first and we’re delighted to share this significant milestone in our brand history with shoppers.

“The activation at Heinemann Sydney International Terminal aims to drive footfall to the Heinemann store by offering consumers the chance to learn more about the craft that has built Maker’s Mark, sample our range and take home a unique gift. We’re confident that it will be well received and drive category growth.”



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