Beam Suntory brand Sipsmith has launched two new limited-edition flavours, Lime & Lemongrass and Grapefruit & Rosemary, exclusively to global travel retail. The first flavours launched to consumers only in travel retail, they were initially introduced to the Sipsmith Sipping Society – where customers can sample experimental takes on the original London Dry Gin recipe every month.
Both are available from 1 June at selected airports including London Heathrow and Gatwick. They will also be available to purchase at Sydney Airport, Singapore Changi Airport and Dubai International Airport in the coming months. Both come at a recommended retail price of £29.
As gin partner of the Wimbledon Tennis Championships, Sipsmith will be hosting an in-store activation at London Heathrow Airport from June. Travellers will have the opportunity to enter a competition to potentially win tickets to watch the men’s and women’s 2022 Wimbledon finals on Centre Court.
Part of the World Traveller Series, the Lime & Lemongrass and Grapefruit & Rosemary flavours were developed as part of Sipsmith’s strategy to add “innovative twists on classics”.
Sipsmith Master Distiller Jared Brown said: “For our World Traveller Series, we began by developing classic London dry gins, based around the two classic cocktails Gimlet and Paloma. 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.”
Beam Suntory Marketing Director of Global Travel Retail Manuel González said: “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 2022 [m1nd-set].
“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.”
As well as offering customers the chance to win tickets to the Wimbledon finals, Sipsmith also has six pairs of Wimbledon Ground tickets.
To be entered into the competition, travellers must scan a QR code available in-store and fill in the contact questionnaire. Entrants will be informed immediately by the interactive screens if they are a winner. The competition commences at 00:01 on Wednesday 1 June and ends at 23:59 on Monday 27 June.
Tasting notes (Beam Suntory)
Lime & Lemongrass is a strikingly smooth citrus twist on a classic London Dry, with lime taking centre stage and the addition of lemongrass providing a globetrotting switch for summer. Perfectly balanced with a juicy lime and aromatic lemongrass flavour, the new liquid is bold enough for a G&T and smooth enough for a twisted martini.
Featuring bitter juniper and light floral undertones, the Grapefruit & Rosemary gin has savoury rosemary and lightly bittered grapefruit flavours. The Grapefruit & Rosemary can be enjoyed for a sensational G&T, to freshen up a Gin Paloma, or by sipping neat on the rocks.
