German travel retailer Gebr Heinemann teamed up with Diageo last month to run a Luxury Lounge promotion at Frankfurt airport that focused on the British company's premium reserve brands.

The highlight of the two-month long promotion, which ran at Heinemann's Schengen B Travel Value & Duty Free shop, was Diageo's new ultra-premium Johnnie Walker Blue Label King George V whisky, housed in a lacquer presentation case.

DFS at Singapore Changi airport is the only other outlet with the Blue Label product.

Other brands showcased were Cîroc vodka, Tanqueray No Ten gin, Talisker single malt and Bushmill's Irish whiskey.

Every customer who purchased a promoted product, received a gift , a glass from Scandinavian glassware brand Iittala.

Diageo Global Travel & Middle East trade marketing manager Constanze Vogel said: "The Luxury Lounge provided the perfect platform for our reserve brands. This exclusive reflects the value of the brands that we represent."