The Botanist gin commits first line extension to GTR with Heinemann

By Kristiane Sherry |

The Botanist has launched its first-ever line extension – exclusively in GTR

Rémy Cointreau-owned, Islay-based gin The Botanist has unveiled its inaugural line extension – a high-strength, ‘more intense’ variant, available now at select Gebr. Heinemann travel retail locations.

Initially unveiled at the TFWA World Exhibition in October, The Botanist Hebridean Strength will roll out in travel retail globally from April. 

Said to offer a ‘bolder, richer and deeper flavour’, the gin is made with 22 hand-foraged Islay botanicals. Bottled at 51.5% ABV, it is high in oils, designed to make it ideal for Gin & Tonics and Martinis.

The launch is being supported by a range of in-store and digital activations across key Heinemann locations, including Berlin, Hamburg, Frankfurt, Vienna, and Sydney airports, and in the retailer’s joint-venture outlets at Istanbul, Copenhagen and Amsterdam. The gin is also available through Heinemann’s distribution client eurotrade at Munich Airport. 

The education-focused experiences include pop-up bars with a scent-paper kiosk, a ‘nosing trumpet’, and 3D discovery table. Individual botanical scents are showcased, along with images of the Islay landscape.

A tasting bar in Berlin Terminal 1’s Heinemann Duty Free store offers additional multisensory experiences, including an interactive flavour wheel. Clients are able to taste the gin neat and in cocktails to demonstrate its versatility. 

In addition, bespoke the Botanist Hebridean Strength gondolas and endcaps were rolled out across Copenhagen, Amsterdam, Munich, Vienna and Istanbul locations.

Supported by digital

Ahead of the launch, a digital campaign ran across Heinemann’s ecommerce, spirits and gin homepages, with visibility through the ‘Heinemann & Me’ loyalty app and newsletters.

Heinemann & Me members were able to buy the product online two weeks ahead of the in-store launch, in an effort to drive loyalty.

The Botanist activation at Istanbul

“It is a privilege to unveil the first drop of liquid innovation from The Botanist as an exclusive for global travellers,” said Qi Xin Gwee, Marketing Director Travel Retail Worldwide at Rémy Cointreau.

“Travel retail is a core part of Rémy Cointreau’s strategy for inspiring clients with our exceptional, distinct, and innovative spirits, and this launch underpins our vision to be the partner of choice in the channel. 

“The Botanist Hebridean Strength is for adventurers seeking intense sensory experiences on their travels and in their spirit selection, and we look forward to seeing our travelling clients explore what The Botanist’s bolder side has to offer.”

Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, added: “We are pleased to offer The Botanist’s first-ever liquid innovation exclusively for travellers in Europe and Australia. 

“This latest collaboration with our partner Rémy Cointreau Global Travel Retail is a great example of how we are inherently focused on bringing excitement to the passenger journey as well as creating engaging concepts for unforgettable experiences in travel retail.”

Earlier this year, Rémy Cointreau GTR unveiled its Louis XIII The Drop concept, surprising 1cl format of the ultra-premium Cognac.

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