Beam launches Larios 12 to Spanish travel retail

21 April, 2011

Beam Global Spirits & Wine has launched gin brand, Larios 12, to Spanish travel retail.

The release is in collaboration with distributor Maxxium Travel Retail.

A “high-impact campaign” at Malaga and Alicante airports has been organised for April, to raise consumer awareness of the brand and communicate the slogan “refresh your senses”.

At branded bars, consumers have been invited to “taste the perfect serve” of Larios 12, tonic, lime and orange peel.

According to the brand, the gin undergoes five distillations and is blended with juniper, nutmeg, angelica root, citrus, orange, and orange blossom.

Beam’s director for European travel retail, Gareth  Brown said: “Larios is the number one gin brand in travel retail as well as  in the domestic market in Spain.

“The promotional campaign in Spain will increase exposure to Larios 12 amongst global travelers by showcasing its great taste profile and also reinforce the brand’s quality credentials.”





Comment

David Williams

None of the fun of the fair

What is the point of a wine trade fair? it’s a question that can take on an almost existential quality when, let’s say, you’re wrestling with the 3am demons in a hotel room with wafer-thin windows overlooking a roaring périphérique in the light-industrial banlieues of a Fench city.

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