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Edinburgh Gin invests in UK and Europe Travel Retail campaign

Edinburgh Gin has announced the launch of a new travel retail campaign with Dufry, spanning across the UK and Europe this year.

The investment into the campaign includes installations in World Duty Free stores at two London airports – Heathrow Terminal 5 and Stansted Airport – featuring tastings bars set to introduce customers to the Edinburgh Gin range. Visiting customers will also receive a cocktail recipe booklet with the purchase of any two bottles, and a digital competition can be entered via a QR code to win the full range.

William Ovens, Ian Macleod Distillers’ global travel retail director, commented: “As the pioneers of the highly popular Rhubarb & Ginger flavour, we continually seek to entice consumers with innovative new flavours and the two Dufry-exclusive flavours, Strawberry & Pink Peppercorn and Watermelon & Lime are great examples of that.”

The Stansted activation in August focused heavily on the Strawberry & Pink Peppercorn expression, while this month’s Heathrow activation is said to be focusing on communicating Edinburgh Gin as pioneers of flavoured gin.

Dufry’s global head of liquor, David de Miguel, commented: “Edinburgh Gin is one of our most refined and recognised spirits brands and the high-profile activations in Heathrow, Stansted and Spain and Edinburgh Gin’s participation in our Dufry summer campaign are really broadening the awareness and appeal of this major brand, driving sales across the range.”

Edinburgh Gin has already made steps in the travel retail market this year, having launched a stand-alone bar at Edinburgh Airport last month, in partnership with Plaza Premium Group.

22 September 2022 - Bradley Weir