British distiller Halewood Artisanal Spirits is bringing its brands Whitley Neill Gin and Dead Man’s Fingers Rum to UK airports with a series of engaging activations.
From April, travellers will be treated to gin and rum experiences in locations across the UK and Europe, as part of its partnerships with major retailers Avolta, Lagardère, Gebr Heinemann and Aer Rianta International (ARI).
They will be able to sample innovative new offerings from the two brands, including Japanese Yuzu & White Strawberry Gin, the Distiller’s Cut London Dry Gin and Dead Man’s Fingers White Rum. In addition, travellers can enjoy best-sellers including Whitley Neill Rhubarb & Ginger, along with Dead Man’s Fingers Spiced Rum, Mango and Cherry plus various flavoured Tequila Cream Liqueurs.
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| Whitley Neill Japanese Yuzu & White Strawberry Gin |
Activations run from April throughout the summer at UK airports including pop-up campaigns featuring digital pillars/screens, tasting bars and merchandising units at London Heathrow, London Gatwick, Birmingham, Liverpool, Bristol and London Stansted airports; and events at Stansted, Newcastle and Manchester. Activities are also planned with P&O Ferries.
In addition, Halewood will be running shared brand activations throughout the year with Gebr Heinemann to bring exciting gin and rum experiences via tasting bars, impulse podiums and digital screens to international airports across Europe, including Berlin, Düsseldorf, Frankfurt, Hamburg and Billund, Denmark.
The company also has a dynamic collaboration with ARI in Cyprus which will see activations at the busy airports of Larnaca and Paphos for Whitley Neill and Dead Man’s Fingers through the key trading months of June, July and August.
Halewood Artisanal Spirits Global Travel Retail Director Eamon Prunty said: "Our activations provide the perfect opportunity for consumers to experience our latest innovations and best-sellers in an exciting and interactive way. As always, our main ambition is to get liquid on lips through tastings, supported by bold impactful displays that reflect the colours of the various brand flavours. We want to connect with consumers in a fun and engaging way whilst being informative too, and our new Lift & Learn digital experience allows consumers to explore the various flavours in a dynamic and engaging environment.”
Prunty continued: “We know that to succeed in travel retail demands campaigns that travellers cannot fail to engage with. Fun, eye-catching and impactful pop-ups, merchandising units and digital screens are the first step in engaging with travellers; encouraging them to taste and explore the various flavours is the second vital stage in sales conversion. We’re delighted to again be working with specialist retail agency Kounter this year to bring this ambition to life.”
