Following a successful month-long trial at Copenhagen Airport in July, Heinemann has announced plans to extend its ‘Ginspiration Days’ campaign to other airports.
The Ginspiration Days involved staff giving an overview of the available gins at three separate positions at Heinemann’s main Copenhagen Airport shop. Eleven gin suppliers took part in the trial: ELG; Tranquebar Colonial Gin; Jaisalmer; Harahorn; Nordic Spirits Lab; Gin Mare; Chase GB; Bareksten; Braunstein; Whitley Neill; and The London Gin No1. In addition to gin, they also provided gifts with purchase (GWP) such as stirrers, shakers and glasses. Tonic water brand, recently listed in Copenhagen, also took part. On every Friday in July, participating suppliers came into the shop to present their gins to customers in person.
“Our aim is to offer our customers a surprising experience and to show them new ways to enjoy the brands we sell. The Ginspiration Days represent a perfect example of creating a powerful experience that promotes the distinctiveness of the travel retail environment,” said Ann-Kathrin Fürer, head of activity management LTCF at Gebr Heinemann.
“Above all, the combination of regional and global brands, as well as top sellers and newcomers, makes the experience highly varied for passengers. It’s further proof that special travel retail campaigns can contribute to reaching amazing results for our brands. The promotion has been a great success, we’re really satisfied with the sales figures,” she added.
After the successful test run in Copenhagen the ‘Ginspiration Days’ concept will be adapted for other Heinemann locations.
“We are considering altering the concept for winter and presenting the World of Whiskies to customers. We’re always looking for new suppliers to supplement our range and who want to contribute to innovative festival campaigns,” said Fürer.