Ian Macleod Distillers has partnered with World Duty Free and Glasgow International Airport for a vibrant Edinburgh Gin activation.
The drinks company has set up a 25sq m pop-up at the airport in which it is unveiling its new Edinburgh Gin ‘Do Your Gin Thing’ concept in global travel retail.
The six week-long activation gives travellers the chance to sample the brand’s range of gins and gin liqueurs and take advantage of a gift with purchase promotion. The pop-up features bespoke shelving, a large screen, and a branded bar.
Staff trained to communicate Edinburgh Gin’s heritage and premium positioning will also be on hand to help passengers.
Ian Macleod Distillers said more than 20,000 samples will be distributed during the activation period, which runs until the end of October. Customers receive a free branded spirit measurer when they buy a bottle of Edinburgh Gin Liqueur with a bottle of either Edinburgh Gin Classic Gin or Edinburgh Gin Seaside Gin.
Further Edinburgh Gin ‘Do Your Gin Thing’ activations will be unveiled in the coming months, the company said.
“We are excited that our new Edinburgh Gin Do Your Gin Thing activation is live in global travel retail for the first time and proud that it is taking place on home soil,” said Ian Macleod Distillers Global Travel Retail Director William Ovens.
“There has been a fabulous reaction from both existing and new consumers to this new-look activation. We have exciting plans to take Edinburgh Gin to the next level in the [travel retail] channel and this new-look activation is just one example of this.”
Dufry Liquor Category Manager Matt Scott-Fairweather commented: “Edinburgh Gin is an iconic brand for Scotland and we are confident that this high profile campaign will really engage customer interest, create excitement in-store and drive sales across the brand’s product range.”
Edinburgh Gin is also featuring on the 14m advertising lightbox panels at Glasgow International Airport’s departures area from now until the end of the year, the brand owner said. As pictured above, the campaign will showcase the Edinburgh Gin portfolio.
