Maxxium reaps rewards from major TR projects

By Charlotte Turner |

Maxxium Travel Retail (MTR) reports strong growth in the channel from April 2011 through to March 2012, after staging various major marketing campaigns and activations.


The UK-based sales and distribution alliance – representing Beam Inc., Edrington and a number of third party brands in Europe – launched over three years ago and is the “third largest spirits supplier in European travel retail”.


“MTR has brought several major brand launches to market in the last 12 months and delivered ground-breaking promotions at point of purchase, resulting in strong results across the business,” claims MTR.


Growth has been driven across the board with MTR’s three largest brands leading the front: Courvoisier Cognac, Jim Beam Bourbon and The Famous Grouse Scotch Whisky, which all benefitted from double-digit growth.


Glen Williams Maxxium Travel RetailFAVOURABLE MARKET CONDITIONS

MTR managing director Glen Williams [pictured left] says: “This has been a very strong year for us, with excellent growth across all key brands and the business as a whole. We have an exceptional portfolio of powerful premium brands and by working in partnership with our customers have delivered significant profitable growth.”


Williams also states favourable market conditions have had a positive impact, with an increase in passenger numbers overall. He adds: “Growth in European travel retail has also been increasingly driven by non-EU countries and in-bound traffic from other regions.”


Highlights during the last year included the successful launch of Red Stag by Jim Beam across European travel retail outlets, supported by The Red Stag Party Terminal marketing initiative, which was designed to turn airport waiting time for the target 18-24 year old audience into a more positive and entertaining experience.


Red Stag promotionMAJOR PROJECTS

Major projects with customers included the September 2011 opening  of a new luxury store at Amsterdam Schiphol, which features permanent visibility for The Macallan and Courvoisier.


[Right: Red Stag promotion at Frankfurt airport in February]


In October the first The Famous Grouse Experience outside Scotland was opened in Scandlines Border shop in Puttgarden, Germany, a shop-in-shop where merchandise is available alongside The Famous Grouse products.


A highlight in the ferry industry’s calendar was the Viking Line Whisky Fair in February, a travel retail event where MTR presented to a large number of loyal whisky drinkers its range of premium whiskies, including the ultra-luxurious The Macallan in Lalique Curiously Small Stills and the Islay malt customer exclusive Laphroaig Brodir.


Williams says: “Innovation has been at the heart of our business since the launch of MTR, both in terms of brands and the development of travel retail exclusives, as well as at point of purchase, a reflection of our on-going commitment to developing engaging activation in store.”


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