As the official gin partner of Wimbledon (27 June to 10 July 2022), Sipsmith is getting into the spirit of the famous tennis championships by launching two new gin flavours exclusively into global travel retail (GTR): Lime & Lemongrass and Sipsmith Grapefruit & Rosemary.
The limited edition gins (RRSP £29 for 1 litre) launched on 1 June at select airports including London Heathrow and Gatwick Airport.
At Heathrow there is an in-store activation offering travellers the chance to enter a competition to win tickets to watch the men’s and women’s 2022 Wimbledon finals on Centre Court, or one of six pairs of Wimbledon Ground tickets.
To enter, travellers need to scan a QR code available in-store and fill in the contact questionnaire.
Entrants are informed immediately via interactive screens if they are a lucky winner. The competition ends at 23:59 on 27 June.
The new gins will also be available to buy at Sydney Airport, Singapore Changi Airport and Dubai International Airport in the coming months.
“Since the coronavirus pandemic, we have seen that exclusives are a more important factor leading to purchase than ever before, with 80% of shoppers buying exclusives from duty free in Q1 of 2022*,” said Manuel González, Marketing Director of Global Travel Retail for Beam Suntory.
“We’re delighted to offer both Lime & Lemongrass and Grapefruit & Rosemary exclusively to gin lovers in Global Travel Retail.
“Customers continue to be excited by our passion for experimentation, as well as our commitment to produce uncompromisingly delicious liquids. These limited-edition Sipsmith flavours will undoubtably prove incredibly popular with travellers.”
It marks the first time that Sipsmith has launched exclusive flavours into the channel.
DISCOVER THE GINS
Part of the World Traveller Series, the Lime & Lemongrass and Grapefruit & Rosemary flavours were developed as part of Sipsmith’s long-term liquid strategy to add innovative twists on classics.
Lime & Lemongrass is a smooth citrus twist on a classic London Dry that can be enjoyed in a G&T or a twisted martini.
The Grapefruit & Rosemary gin has features bitter juniper and light floral undertones and is ideal for G&T, to freshen up a Gin Paloma, or to sip neat on the rocks.
“For our World Traveller Series, we began by developing classic London dry gins, based around the two classic cocktails Gimlet and Paloma,” said Jared Brown, Master Distiller at Sipsmith, which handcrafts its gins in small batches.
“We then twisted them to incorporate more international flavours, taking inspiration from South East Asia with our Lime and Lemongrass, and the Mediterranean in our Pink Grapefruit and Rosemary.
“My hope is that we are able to show our customers the detail and quality we strive for every day, highlighted in these new expressions.”
(*Source: m1nd-set report, shopper trends Q1 2022 vs previous years)