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Grant’s opens Elementary activation in French airports
William Grant & Sons has partnered with Lagardère Travel Retail to launch periodic table-themed activations for its Grant’s Elementary range across three French airports.
Travellers at three French airports are encouraged to explore ‘Whisky in its Element’
The new range, which is the first travel retail exclusive for the brand, is now available in Paris Charles de Gaulle, Paris Orly, and Nice airports.
The activations focus on exploring ‘Whisky in its Element’, and depending on the space at the airports, may include a Grant’s branded wall and bar, an Elementary Mixology Mobile Trolley or an Elementary Tasting Table.
The branded wall showcases each bottle with a physical representation of the element preserved within a resin block; charred oak for carbon, bubbles for oxygen and sacrificial copper for copper.
Educational graphics from the campaign take inspiration from the periodic table, with each age statement relating to the relevant element’s atomic number and position in the periodic table.
Each experience gives passengers the chance to learn about the three elements and the roles they play in creating the flavours in the whiskies that comprise the range.
Currently only Grant’s 6-year-old Carbon and Grant’s 8-year-old Oxygen are available to purchase, but travellers passing through the three airports will preview Grant’s Copper 29-year-old, due to be released for purchase later this year.
Consumers will have the opportunity to take part in an individual tasting experiment, led by a mixologist dressed in an Elementary branded lab coat along with a variety of scientific equipment to create an “authentic” laboratory feel.
Andre de Almeida, WGS director of Europe travel retail, added: “The introduction of Grant’s Elementary is a milestone for William Grant & Sons, drawing on aged stocks that have been accumulated over 125 years to produce three very distinctive whiskies. Supporting this new launch with eye-catching, exciting activations is essential to ensure these three amazing whiskies are properly showcased to consumers.
“The main aim of the promotional merchandise and activations is education. We want to explain to all travellers how and why these three whiskies are unique – and do it in a way that is both fun and exciting, something I feel we have definitely achieved.”