Beam Suntory GTR launches Bourbon Legends at Frankfurt

Beam Suntory has kicked off its global Bourbon Legends campaign with a multi-sensory activation in Heinemann Duty Free stores at Frankfurt Airport.

Beam Suntory GTR has launched its Bourbon Legends initiative in European travel retail.

In- and out-of-store activities will support the introduction of the company’s extended range of super premium Bourbons in European travel retail which include Knob Creek, Knob Creek Rye, Booker’s, Baker’s, Basil Hayden’s and Maker’s Mark.

A Bourbon Legends tasting bar is the centre of the out-of-store installation. Travellers are invited to enjoy a bag of popcorn while watching a film about the history of Bourbon and how it is produced.

In addition to detailing product information, the digital installation also features an online quiz. By taking part, travellers have the chance to win prizes from bartending toolkits and books to a bottle of the featured Bourbons.

Visitors also have the opportunity to take away a copy of the “Bourbon Bugle” newspaper with an image of the participant and personalised text on the front.

The campaign continues on social media, on the Become a Bourbon Legend website, and across Heinemann Duty Free’s online presence.

In-store, the installation is mirrored at Heinemann Duty Free shops at T1 B East, T1 B Schengen and T1 B Schengen Luxury Lounge. With each purchase from the super premium range, shoppers will receive a Bourbon Legends luggage tag.

The Frankfurt campaign will run throughout August and is expected to reach 2.5 million customers.

Paul Hunnisett, Beam Suntory director GTR Europe, said: “Germany is a leading market for Bourbon within Europe and the collaboration with Heinemann will drive consumer engagement in-store and supports our growing super premium portfolio. This exceptional liquid is expected to generate heightened interest at a time when we are seeing strong growth for Bourbon, increased brand awareness and sales.”

Rüdiger Stelkens, purchase director for Liquor, Tobacco & Confectionery at Gebr. Heinemann, said: “I welcome the Bourbon Legends initiative. It is an exceptional umbrella campaign which will engage our customers in the Bourbon category, help them navigate it and choose new and exciting Bourbons to try.

“This activation highlights the exciting new range of Bourbons, educates consumers through tastings and interactive displays and strengthens our Bourbon offering, generating excitement around the category and our stores.”

According to Beam Suntory, premium Bourbons represent the category’s fastest growing segment globally.