Maxxium focuses on Jim Beam brand with activation

By Charlotte Turner |

Maxxium Travel Retail staged a major, month-long airport activation at Frankfurt airport for new bourbon, Devil’s Cut at Frankfurt airport as part of a three-month awareness drive across its expanded Jim Beam portfolio.


Maxxium travel retail has now released video footage of the airport activation [featured below] which promotes Jim Beam’s April launch in European travel retail of premium expression, Devil’s Cut, aimed at 26-39 year old men.


Under the campaign slogan ‘Unleash your Spirit’, the initiative for Devil’s Cut, which took place in June, included extensive sampling at T1 B Schengen Heinemann Duty Free Shop and luxury lounge and the T1 B East Schengen shop, supported by brand visibility at other Heinemann Duty Free stores.


Elements of the campaign, such as a prize draw, will continue into August. With every purchase of Devil’s Cut, customers receive a free whiskey tumbler and are encouraged to enter the draw, to win a special VIP Club night prize for the winner and five friends.



Maxxium travel retail commented in June: “All activity is highlighted to travellers by attention-grabbing 3D street art graffiti and eye-catching ‘burned by the devil’ point of sale material.”


German pavement artist, Ella Mundt created a 4x6m devilish 3D floor painting at a high footfall area of Frankfurt’s Terminal 1 shopping avenue over the course of four days at the beginning of June.



Devil’s Cut advocates encouraged passengers to photograph themselves within the 3D artwork to upload on social networks and the Devil’s Cut 3D airport art Facebook page to “create a buzz” online.


They were then directed to sample and purchase at the main Heinemann store which also featured a 3D street art drawing to guide consumers to the tasting stand. To amplify the message, video footage of the activation will be uploaded on You Tube and the Devil’s Cut 3D airport art Facebook page.



Maxxium Travel Retail is also promoting Jim Beam’s other expressions in the portfolio. Until the end of August Jim Beam White, Jim Beam Black, Red Stag by Jim Beam and Heinemann-exclusive Jim Beam 1795 will be featured heavily at the T1 B Schengen Heinemann Duty Free shop with prominent displays and pillar branding.


In the store’s luxury lounge, consumers will be invited to taste not only Devil’s Cut but also Jim Beam Black and Red Stag.


Customers will be offered two shot glasses with the purchase of two bottles of Red Stag and a branded black bag with the purchase of two bottles of Jim Beam Black. Jim Beam 1795 is a limited edition of only 200 bottles and was launched in May as a tribute to the brand’s heritage and the beginnings of the distillery.


Maxxium travel retail’s Marketing Manager for Europe, Mariska van Beukering says: “The Jim Beam brand is a major focus for our business and as Germany is a key market both domestically and in travel retail, Frankfurt is one of the most important airport hubs.



“Through product innovation we have developed a very strong bourbon portfolio and combined with first class activation, recruiting new drinkers and satisfying more discerning Jim Beam loyalists, we are now growing the category.


“The many touch-points at the airport, starting with the unique street art installation will attract travellers and captivate interest in Devil’s Cut. The extended campaign around the Jim Beam family celebrates the expansion of the portfolio and reinforces our leadership status.”


Head of purchasing LTC at Gebr. Heinemann, Rüdiger Stelkens says: “We aim to provide our customers with the most innovative products and exclusive premium expressions as well as the most engaging activity in store.


“The high visibility and scale of this campaign will create extensive awareness and bring consumers to our stores, enhance their appreciation of Jim Beam and ultimately increase sales.”

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