Heinemann and Beam stage Maker’s Mark 101 at BUD

By Luke Barras-hill |


Maker’s Mark 101 drove a 702% increase in sales for the Maker’s Mark brand in October year-on-year.

Budapest Ferenc Liszt International Airport has staged its second international brand promotion with Beam Suntory and seventh ‘Trinity’ campaign of 2018.

The airport and Gebr. Heinemann have been instrumental in leveraging appeal for the limited edition Maker’s Mark 101, driving a sales increase of +702% in October year-on-year for the Maker’s Mark brand at SkyCourt passenger hall.

As a travel retail exclusive, the Kentucky Bourbon was once reserved for special guests at its distillery.


Glasses dipped in red wax added extra lustre to the campaign, which ran through October.


Tim Brock, Global Key Account Manager, Beam Suntory GTR hails the ‘winning formula’ between the ‘Trinity’ partners.

He said: “The results of the partnership are outstanding; collaboration of this kind is very special, it has created an outstanding opportunity for Beam Suntory to launch Maker’s 101, a travel retail exclusive that embraces the tradition of the distillery in Kentucky.”

For 60 years, Maker’s Mark has produced its bourbon in a similar way – in small, handcrafted batches by craftsmen who dip the bottles in red wax.

As part of the promotion, Brand Ambassador Marian Costea performed a take on the tradition by dipping glasses in the wax, which were then made available to passengers who purchased Maker’s Mark goods.

Ildikó Jankovich, Managing Director Heinemann Duty Free at Budapest Airport commented: “To inspire passengers and to maintain their loyalty, we are placing even greater emphasis than ever before on unusual activities.

“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.”

Patrick Bohl, Head of Retail and Advertising, Budapest Airport added: “Last year we set out to upscale our promotions with international brands and advance our shopping experience to the next level.

“Taking this focus in hand, we’ve once again had the opportunity to demonstrate the outstanding value and variety on offer at Budapest, while also having the honour to be part of a global travel retail exclusive.”


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