Spanish wines and spirits distributor Gonzalez Byass has teamed up with Dufry in a month-long London No.1 gin promotion at Adolfo Suárez Madrid–Barajas Airport.
The T4 activation featured a London black cab, which was shipped to the airport especially for the event, and London underground imagery. Travellers were encouraged to take photos in front of the taxi, and use a #TLN1MADT4 hashtag on social media to enter a competition to win a bottle of London No.1 gin.
Gonzalez Byass International Director Diego Talavera said the activation prompted an “immediate uplift” in sales.
“This kind of promotion is exactly was London No.1 needs to gain cut through in the competitive tax free retail sector. Sampling went very well with many travellers enjoying the classic London No.1 gin & tonic and then deciding to purchase a bottle,” he said.
Gonzalez Byass will highlight London No.1 gin at the upcoming TFWA World Exhibition (Red, K21) along with Tio Pepe, Beronia Rioja and a recently-launched pink extension to its Mom gin range.
