Plymouth Gin activation exceeds expectations at London Heathrow T5

Pernod Ricard Travel Retail Europe is advancing its travel retail drive for super-premium brand Plymouth Gin this month, with activations at London Gatwick Airport’s South Terminal and London Heathrow Airport Terminal 3.

The latest installations follow impressive results from the brand’s promotion at Heathrow T5 in March, which Pernod Ricard said exceeded the original forecast by +300%.

Plymouth Gin bars have been created for each airport, where passengers are invited to sample iconic Marguerite and Gimlet gin cocktail recipes. Cocktails made on-site were the main purchase driver during the Heathrow T5 campaign.

Training sessions were organised by the Plymouth Gin team, led by Brand Ambassador Sebastian Hamilton-Mudge, before the activation – giving shop staff the opportunity to pass the brand’s heritage and attributes to passengers.

The Plymouth Gin activation at Gatwick South highlights brand’s heritage and naval tradition

The Plymouth gin bar will be available at World Duty Free stores between 1-22 July at Gatwick South and from 23 July to 26 August at Heathrow T3.

Pernod Ricard Travel Retail Europe Marketing Director Jenny Shipton cited the 40% compound annual growth rate in the super-premium gin segment for 2008-2012, reported by IWSR last year.

“We were blown away by the response from consumers [at Heathrow T5],” she said. “Not only in terms of sales but also as almost 3,500 travellers were sampled over a four-week period. The opportunity for further growth in the category is huge, especially as the super-premium gin segment is showing strong performance in the channel.”

World Duty Free Group Liquor Category Manager Nigel Sandals added: “We were delighted with the response from our customers during the Plymouth Gin activation at London Heathrow T5. They loved the opportunity to get to know the brand’s background, whilst enjoying a luxury experience at the in-store gin bar.

“As a result, we’ve worked very closely with Pernod Ricard Travel Retail Europe to expand the Plymouth gin activation to new locations. We look forward to welcoming gin enthusiasts from around the world and sharing a cocktail with many more customers within our stores”.