Beirut Duty Free has become the first airport duty free company to launch the e-cigarette kit myblu, in partnership with Imperial Brands.
Utilising a one-step click-and-vape system and offering a range of pre-filled liquid pods, myblu has already launched in several domestic markets. It was introduced at Beirut Duty Free in Beirut Rafic Hariri International Airport on 13 July.
The launch was supported by a prominent placement in-store and sales force support. Beirut Duty Free is displaying myblu at the centre of its main shop, on an exclusive pillar displaying the kits and flavour pods. Brand ambassadors are on hand to assist travellers and answer questions they might have.
A promotional bundle with two additional pods with every purchase of a starter kit is also being offered to travellers.
Beirut Duty Free and Imperial Brands said initial results had exceeded expectations “proving the big potential myblu has in the duty free environment”.
The launch is the result of a collaboration between Phoenicia Aer Rianta Company (PAC), MidExport and Imperial’s Global Duty Free & Export team.
Imperial Brands NGP Manager Global Duty Free & Export Maria Eugenia Sánchez-Lozano commented: “The regional team led by Vangelis Nikolopolous have done an incredible job in making this happen, and thanks to our strong teamwork and learnings exerted from Beirut we can now fully focus on expanding blu’s footprint in duty free.”
Plans are already in place to roll out myblu to more airports across the world over the next six months, Imperial Brands said.
