Gin specialist Caorunn has partnered with Dufry to launch the brand’s biggest and “most aggressive” UK airport initiative to date at Glasgow Airport.
Caorunn said the World Duty Free store activation, which started on 29 August and runs until 25 September, underlines the brand’s commitment to global travel retail.
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Caorunn released its travel shopping-exclusive Gin Master’s Cut (48% ABV) earlier this year. The expression is being highlighted at Glasgow Airport in a Caorunn “bothy bar”, which is designed to offer travellers the “feel of Scotland”.
The promotional space features copper elements to reflect Caorunn’s use of a Copper Berry Chamber in its distilling process. Copper is a frequently used metal in the distilling of spirits, but Cauronn says its particular approach – and chamber – is unique.
The Master’s Cut bottle also features copper details, as well as an embossed copper foil seal.
The promotion includes video animation, sampling and a GWP offer of a copper jigger on purchases of one bottle of Caorunn Gin Master’s Cut.
Caorunn Gin Master’s Cut was crafted exclusively for the travel retail channel by Caorunn Gin Master Simon Buley at Balmenach Distillery in the Scottish Highlands. The expression balances traditional and foraged botanicals to offer a flavour of juniper balanced with notes of rowan (mountain ash) and apple. The spirit will be featured by International Beverage at the upcoming TFWA World Exhibition & Conference (Marine Village, S2/S3).
As reported, Caorunn Gin Master’s Cut has been available since July exclusively in selected World Duty Free stores in the UK. It will roll out in global travel retail and duty free from 3 October.
Caorunn and Dufry have collaborated in marketing events at locations across the UK over the launch period. These included airport tastings, a GWP linked to Dufry’s ‘Reserve and Collect’ service, participation in London Heathrow Airport’s Summer Gin Festival and a competition on Dufry’s RED loyalty programme app.
Edinburgh Airport featured a Gin Master’s Cut sampling activity to coincide with the International and Fringe festivals in Edinburgh. To coincide with the Glasgow activation, branded activities featuring Caorunn Gin Master’s Cut will take place at Dufry’s World Duty Free stores at Heathrow Terminal 2, London Gatwick North and Biza Tax & Duty Free stores at Manchester Airport until 3 October.
Commenting on the Glasgow Airport activation, International Beverage Sales Director Global Travel Retail James Bateman said: “International Beverage is committed to building its brands in travel retail and the new Caorunn Gin Master’s Cut is the latest outstanding and exclusive product.
“We enjoy sharing the Scottish small batch gin experience with passengers at Glasgow and throughout other British airports as they sample and learn about our heritage and craftsmanship.”
Dufry Liquor Product and Promotions Manager UK, Finland, Sweden and Germany Matthew Scott-Fairweather added: “Caorunn Gin has proven a great success in World Duty Free stores across the UK; we are pleased to partner with International Beverage to offer this singular tasting experience in Glasgow and other airports across the UK. The ‘bothy bar’ activation is a fun way to engage passengers and allow them to taste a special gin unavailable anywhere else, one which they can take home for themselves or as a unique gift.”