Dufry is hosting eye-catching installations at World Duty Free (WDF) stores for Edinburgh Gin at London’s Stansted and Heathrow Airports this summer and autumn.
The investment made by the super-premium gin includes tasting bars staffed by highly trained promoters to entice shoppers to sample the Edinburgh Gin range, which features two Dufry-exclusive flavours: Strawberry & Pink Peppercorn and Watermelon & Lime.*
The Stansted activation in August focused on the launch of the Strawberry & Pink Peppercorn variety exclusive to Dufry, while the Heathrow T5 campaign in September concentrates on promoting Edinburgh Gin’s flavoured gin credentials.
At the locations, travellers will encounter high-impact imagery on wallbays, pillars and digital screens and receive a cocktail recipe booklet and branded zester as a GWP with the purchase of any two bottles of Edinburgh Gin.
They can also be in with the chance of winning the full Edinburgh Gin duty free range by entering a digital competition via a QR code.
‘First’ with Dufry in Alicante
William Ovens, Global Travel Retail Director, Ian Macleod Distillers, said: “Our investment in activations across multiple airports demonstrates our commitment to the channel and confidence in Edinburgh Gin which is performing particularly well, bolstered by the success of the new flavour, Strawberry & Pink Peppercorn.”
Brand owner Ian Macleod Distillers is separately supporting Dufry with its own summer campaign, with Edinburgh Gin pop-up bars present at UK airports such as Edinburgh, Aberdeen and Glasgow, in addition to Europe in Alicante.
Through this month, Edinburgh Gin is fronting a high-profile, digital campaign in Spain.
David de Miguel, Global Head of Liquor, Dufry said: “Edinburgh Gin is one of our most refined and recognised spirits brands and the high-profile activations in Heathrow, Stansted and Spain and Edinburgh Gin’s participation in our Dufry summer campaign are really broadening the awareness and appeal of this major brand, driving sales across the range.”
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*Edinburgh Gin Strawberry & Pink Peppercorn 1-litre (40% ABV) was launched in June. Available in all key UK WDF shops and other Dufry stores in European airports, it uses a blend of traditional gin botanicals, mixed with notes of strawberry and subtly sweet and spicy pink peppercorns. It joins Edinburgh Gin Classic, Rhubarb & Ginger and Watermelon & Lime and three Edinburgh Gin liqueurs: Rhubarb & Ginger, Raspberry and Elderflower.