Jim Beam and Red Stag in travel retail push

16 August, 2011

Beam Global and Maxxium Travel Retail have ramped up travel retail activity in Europe.

Activations include a month-long initiative at Madrid-Barajas airport, to raise the profile of the Jim Beam portfolio.

Throughout August a blind tasting experience called The Jim Beam Taste Challenge was aimed at consumers travelling through Terminal 4.

Maxxium Travel Retail managing director, Glen Williams said: “In Madrid, the aim is to drive trial and visibility at point of purchase and we are confident that the initiative will be effective in boosting sales. The activity is part of our strategy that will see extensive investment rolled out across key European markets such as Frankfurt, Munich and London, supporting the brand’s outstanding performance in travel retail.”

Beam and Maxxium are also supporting the launch of black cherry bourbon brand Red Stag in European travel retail. Sampling began in August at London Gatwick and travellers through the South Terminal have been asked to “Follow your instincts, Not the herd” inside a pop up stand called the Party Terminal. Participants can share a personalised videos of their experience via Facebook.

Beam’s director for European travel retail and ME&A, Gareth Brown, said: "The activity comes as part of the roll out of a significant pan-European investment programme, helping Red Stag to achieve the phenomenal success that it enjoyed at launch in the US in 2009."

Red Stag is made with 4 year old Jim Beam bourbon whiskey, infused with natural black cherry flavours. It is 40% abv. Red Stag is available in European travel retail including World Duty Free, Heinemann, Aerofirst, Munich Eurotrade, Schiphol airport retail and Brussels Sky Shop in 1 litre bottles with an RRP of £21.99.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Tess Posthumus

Tales shows it's shifting focus

Tess Posthumus reports from the recent tales of the cocktail – and finds it’s becoming so much more than just a cocktail festival.