Frankfurt Airport travel retailer Gebr. Heinemann increased sales of its luxury liquor brands by 430% in a special promotion last October and November and now plans more such initiatives.

The retailer said that the exclusive promotion was run at the airport's Travel Value & Duty Free Shop in the Terminal 1B, Schengen Area, concentrating on selected luxury articles for those wanting to purchase something really special.
In a statement yesterday it said: ‘Malt whiskeys, Cognac, Champagne and attractive special editions were presented by the Hamburg based company Gebr. Heinemann, responsible for the Travel Value & Duty Free Shops at Frankfurt Airport, in cooperation with the renowned brand.
‘Positioned in prominent locations, the luxury articles were placed on exquisite displays. Boasting a redesigned lay-out and covering some 700sq m, the Travel Value & Duty Free Shop has been the ultimate in state-of-the-art since October 2006. In addition to this, the Mo?t Hennessy spirits were also placed in the new and airport specials promotional areas.
‘Sales of Cognac Hennessy X.O. and Hennessy VSOP Privilege were particularly buoyant. For genuine connoisseurs even Hennessy Ellipse for E.7,900 was on offer. A brand new addition to the range, a Mo?t & Chandon Champagne bottle containing genuine Swarovski stones, finished third in the table of top-selling products.
?Other excellent sellers were the malt whiskeys comprising different Glenmorangie and Ardbegs, which made up almost 40% of sales. Compared to the previous months, the Luxury Lounge managedto increase sales by 430% during October and November with almostidentical articles. Indeed, even the results for the new additions to therange were very good.’
The retailer said that the whole offer was backed by trained spirits promoters who were on hand to provide expert advice on the origins, manufacturing procedures and age of these brands. Booklets advising passengers of this offer were also handed to passengers outside the shop and a ‘high-quality Luxury Lounge refreshment towel’ was given away with every purchase made.
Gebr. Heinemann says it now has plans to promote spirits and drinks in a similar way again in its Travel Value & Duty Free Shops with the aim of continually surprising its airport customers with new ideas and products.