Rémy Cointreau Global Travel Retail has teamed up with Gebr. Heinemann in a multibrand promotion at Amsterdam Airport Schiphol throughout November.
The activation is called ‘The Craft Journey – Travel to the Origins of Elite Spirits’. It aims to let shoppers discover some of the company’s most intricately crafted expressions and encourages customers to expand their spirits repertoire.
Rémy Cointreau said the promotion is intended to maximise the revenue per basket and drive sales across the liquor and spirits sub-categories while providing a ‘unique’ consumer experience.
Rémy Cointreau Global Travel Retail Global Marketing & Development Director Lyndea Dew said: “Craftsmanship is at the heart of Rémy Cointreau’s DNA. Each one of our brands has evolved and developed in the hands of a skilled craftsman whose savoir-faire is passed down from one generation to another.
“This asset is a huge opportunity to encourage exploration and multi-buy. There is no reason why a client interested in the Bruichladdich craftsmanship on Islay should not be interested in the way Mount Gay is handmade in Barbados. This is an opportunity to break down category walls because it is about the client’s passion for authenticity, know-how and origins. It is not about sticking to one tried and tested category.”
The Craft Journey associates a selected range of premium expressions from the Rémy Cointreau portfolio: Mount Gay, The Botanist, Bruichladdich, Rémy Martin, Cointreau and Metaxa.
The activation, running in Schiphol’s Lounge 1, combines brand storytelling, video and tasting. A video plays heritage details of the chosen brands while customers sample.
For each brand a link on the wall map shows individual brand journeys. The link highlights the bottle, the craftsmanship story and relevant sensory elements such as ripe golden barley for Bruichladdich whisky, botanicals for The Botanist gin and the bitter sweet oranges from which Cointreau is derived.
Gebr. Heinemann Purchase Director Liquor, Tobacco, Confectionery Rüdiger Stelkens commented: “Amsterdam Schiphol is a vibrant mix of seasoned business travellers and enthusiastic holidaymakers of all ages and backgrounds. In order to capture their attention we love to dramatise retail with lively activations, spectacular displays and other customer- engagement activities.
“We are delighted to have worked with Rémy Cointreau on The Craft Journey, which is a perfect example of a discrete promotional tool that informs, educates and entertains in a refined and contemporary way.”
