Maxxium Travel Retail is replicating its Jim Beam American Stillhouse visitors’ centre at Frankfurt and London Gatwick under the theme: “The House that Beam Built”.

 

The company says that the aim is to take consumers on a virtual journey to the bourbon capital of the world by bringing the Kentucky experience to Europe, with this flagship initiative running from this month through to December with Heinemann Duty Free at Frankfurt.

 

This will feature both in and out-of-store activities in T1 and T2 with the aim of “creating the ultimate stillhouse experience” where visitors are invited to “Come as Friends, Leave as Family”.

 

Maxxium management commented: “Two large black rocking chairs attract passers-by to sit and relax on the stillhouse porch next to a stack of authentic bourbon barrels, while enjoying a sample of Jim Beam, Kentucky style. A rotating conveyor of bottles clatters its way around and entices consumers to participate in a game to win a cash voucher to put toward Jim Beam purchases in all German Heinemann Duty Free Shop’s during November.

 

KENTUCKY-STYLE COMPETITIONS

“A film playing in the background  guides visitors through the original Kentucky stillhouse and seventh-generation Beam master distiller Fred Noe invites consumers to take part in a ‘7 seconds to Kentucky’ competition to visit the Jim Beam American Stillhouse and meet Fred Noe.

 

“Consumers will have the opportunity to win the trip for two by explaining, in no more than seven seconds, why they should be selected for this exclusive experience. There is additional opportunity to record a video in-store or by submitting their home video to www.7seconds2kentucky.de, if there isn’t time to record their video in the airport. The homepage is linked to the EMEA Jim Beam homepage and the German Jim Beam Facebook page”.

 

Other social media elements of the campaign include a Kentucky Stillhouse app, which details the full range of Jim Beam bourbons and cocktail recommendations. The application also gives users an inside look at The House that Beam Built.

 

Maxxium says that the activity spans through the airport, with its transit train, which transports an estimated 11.5m passengers a year from T1 to T2 transformed with Jim Beam branding inside and out for a 12-month period. Other out-of-store activity includes secondary displays directing travellers to the Jim Beam Stillhouse location.

 

PROMOTING THE PORTFOLIO

The campaign is supported with extensive in-store promotional activity at T1 B Schengen Heinemann Duty Free Shop and luxury lounge as well as the T1 B East Schengen shop, across the brand portfolio: Jim Beam White, Jim Beam Black, Red Stag by Jim Beam, Devil’s Cut and Jim Beam Honey.

 

Maxxium Travel Retail Managing Director, Glen Williams says: “Jim Beam is one of Maxxium Travel Retail’s three largest brands. The bourbon has outperformed the category in the Europe travel retail channel, growing over 17% in volume over the last year. This growth demonstrates the momentum of the brand and strength of the bourbon category among discerning consumers.”

 

Gebr Heinemann Purchase Director for Liquor, Tobacco & Confectionery, Rüdiger Stelkens said: “With our partners we always seek to create unique brand experiences and this is certainly one of a kind, delivering memorable and genuine Kentucky entertainment as well as huge insight into Jim Beam. The American Stillhouse is a really exciting promotion that will attract customers and stimulate interest in-store.”

 

 

WITH WDFG IN GATWICK SOUTH

Meanwhile, there is also another activation taking place with the World Duty Free Group in London Gatwick’s South Terminal where Fred Noe will once again interact with consumers (on 22 November), signing bottles, taking photos and sharing the Jim Beam story.

 

A stillhouse-themed tasting bar is operating throughout November, while displays, also featuring the stillhouse silhouette, showcase the Jim Beam portfolio. Another element of the activation is an interactive game, offering customers a chance to receive a discount on their Jim Beam purchase.

 

This multi-faceted campaign is launching in conjunction with Maxxium UK’s groundbreaking initiative to install an authentic replica of the Jim Beam American Stillhouse at The Old Truman Brewery in London’s Brick Lane this month.

 

[BOTH IMAGES ABOVE: Jim Beam at Franfurt Airport with Gebr Heinemann].