Beam Global Spirits & Wine, together with distribution partner, Maxxium Travel Retail, is rolling out its campaign to promote the Maker’s Mark travel retail-exclusive skyline packs, with high profile activity at Paris Charles de Gaulle airport.
This awareness campaign follows the inaugural activity at Moscow’s Sheremetyevo Airport back in April.
The eye-catching Mark of Paris stand-alone shop in Terminal 2F2 encourages travellers through trial and education to purchase the special souvenir pack, which depicts Maker’s Mark bottles alongside iconic sites from the French capital. Travellers are invited to taste the premium bourbon and learn more about Maker’s Mark from interactive screens, which show footage of the Kentucky distillery.
The travel retail exclusive gift packs are bespoke to six key airport hubs in Europe, six in the US and two in Australia. Designed to drive awareness and deliver growth, each pack is city-specific and shows the city skyline with bottles of Maker’s Mark boldly featured in each frame.
Beam Global Spirits & Wine Director for European Travel Retail, Middle East & Africa, Gareth Brown, said: “Maker’s Mark is a key brand in our portfolio and these exclusive skyline packs, which make ideal gifts and souvenirs for collectors, enhance the travelling experience and are designed to introduce new consumers to the brand.”
Maxxium Travel Retail Managing Director, Glen Williams, said: “Following our launch campaign in Moscow we are now looking to engage with consumers and drive sales elsewhere in Europe. The Mark of Paris shop at Paris Charles de Gaulle will create a buzz and drive sales through increased trial and visibility at point of purchase.”
Special packs for Amsterdam, Barcelona, Madrid, London and Moscow have also been introduced over the last few months at the appropriate airport locations.