Move over crypto, here comes cucumber currency – Hendrick’s Gin launches a Bureau de Change with a difference at Schiphol

THE NETHERLANDS. Hendrick’s Gin has extended its proud heritage of innovative and quirky travel retail activations with the launch of a Bureau de Change pop-up at Amsterdam Airport Schiphol.

But the installation, run in partnership with Schiphol Airport Retail (the joint venture between Gebr. Heinemann and Royal Schiphol Group) is no ordinary Bureau de Change.

The brand owner has worked with travel retail shopper marketing specialist HRG to design a pop-up space that invites guests to exchange a cucumber currency coin [cucumber is the signature serve for Hendrick’s Gin] for brand education and experiences.

Three experience exchanges are available. Once inside, guests simply scan the QR codes on proximity advertising or when arriving at the point of sale claim their cucumber currency to unlock the experiences.

Inviting travellers to step out of the conventional and into the Hendrick’s Gin Bureau de Change are, left to right, Schiphol Airport Retail Managing Director Simon Asmus; William Grant & Sons Regional Manager Global Travel Retail Katia Egerter; and William Grant & Sons Regional Director Europe Adam Green

The activation launched on 1 August and runs through to 30 September in Schiphol Airport’s Lounge 1 area.

The William Grant & Sons gin brand said it is asking the traveller to “step out of the conventional and into the curious world of Hendrick’s Gin, where nothing is as it seems and currency is the humble cucumber”.

“In a world that is dull and conventional, it is important we bring back the excitement and delight our travelling consumers” – William Grant & Sons Head of Customer Marketing Global Travel Retail Lindsay Hitzeroth

The Cucumber Spinner, positioned close to the tasting area, gamifies the activation

The Swap & Sip Parlour offers guests the opportunity to exchange a single cucumber coin to sample Hendrick’s Gin. As part of this experience, an immersive video showcases the brand’s liquid credentials.

Surely one of the best exchange rates in the airport world? Just one cucumber currency coin buys a compelling brand experience.

Stepping inside Hendrick’s Gin Master Distiller Leslie Gracie’s Taste Laboratory, guests can exchange another cucumber coin to explore how to try her infusion technique for mixing rose and cucumber and its “peculiar mode of creation”.

The final brand experience at the pop-up gamifies the Bureau de Change activation. The Curious Cucumber Spinner takes centre stage near the sampling area and has been created using touch-screen tech with a trio of objectives in mind.

They are to reinforce travellers’ knowledge of Hendrick’s Gin liquid credentials; to demonstrate the versatility of serve options; and to provide a purchase driver with a value-added incentive.

As a final touch, travellers who purchase a bottle  will be rewarded with a Hendrick’s Field Notes Notebook “to take with them on their adventures”.

William Grant & Sons Head of Customer Marketing Global Travel Retail Lindsay Hitzeroth said: “We are delighted to be partnering with Heinemann and Schiphol Airport to bring our marquee experiential activation to life.

“In a world that is dull and conventional, it is important we bring back the excitement and delight our travelling consumers by immersing them in the wonderful world of Hendrick’s Gin and our Bureau de Change.”

There will be opportunity to be rewarded in the real world and in the digital one. Our cucumber currency is exchangeable for all kinds of delectables, such as superior knowledge and taste experiences that travellers will not find anywhere else.

She added:Hendrick’s Gin is the number-one super-premium gin in travel retail and growing triple-digit year-on-year as not only the channel recovers, but we continue to see the gin category booming in many markets across the world. With this activation we hope to excite and educate our travellers and encourage shoppers to step out of the conventional through our unique experiential marketing.

“Today consumers are looking to treat themselves, drinking less but better quality, with Hendrick’s Gin being the perfect, peculiar, premium brand for that refreshing G&T (with cucumber) moment.”

Gebr. Heinemann Marketing Director Jens Peter Peuckert said the retailer expects to see high engagement for the pop-up. He added: “It is a perfect fit for our duty free retail offer, as we always aim to create a spectacular assortment for travellers, surprising them with new product highlights and unexpected activations.”

Schiphol Airport Retail Managing Director Simon Asmus commented: “We are delighted to welcome back Hendrick’s Gin with another innovative and exciting brand activation at Amsterdam Schiphol. It’s a pleasure to be teaming up with Hendrick’s to bring this attention-grabbing and fun shopping experience to passengers.”

Note: This story was sent by e-alert to our entire opt-in readership. To join that complimentary subscription list and receive all the industry’s biggest breaking stories, many of them exclusive to The Moodie Davitt Report, direct to your inbox please email Kristyn@MoodieDavittReport.com headed E-ALERT REQUEST.

Food & Beverage The Magazine eZine