Rémy ‘breaks category boundaries’ at SchipholBy Kristiane Sherry
Rémy Cointreau Global Travel Retail has partnered with Amsterdam Schiphol Airport to run a multi-brand, multi-category promotion during November focusing on “craft”.
Titled The Craft Journey – Travel to the Origins of Elite Spirits, the immersive activation encourages shoppers to jump between spirits categories and discover new expressions.
Located in Amsterdam Schiphol Airport Lounge 1, the concept includes Mount Gay rum, The Botanist gin, Bruichladdich single malt whisky, Rémy Martin Cognac, Cointreau liqueur and Greek spirit Metaxa.
The promotion brings together brand storytelling, video and sampling, and provides consumer education on the heritage of the featured brands.
Each brand has its own display detailing the bottle, “craft” story and relevant sensory elements, such as barley for Bruichladdich and botanicals for gin.
The promotion is intended to maximise revenue per basket, drive sales across the categories, and provide a “unique” experience.
“Craftsmanship is at the heart of Rémy Cointreau’s DNA,” said Lyndea Dew, global marketing and development director at Rémy Cointreau Global Travel Retail.
“Each one of our brands has evolved and developed in the hands of a skilled craftsman whose unique savoir-faire is passed down from one generation to another.
“This asset is a huge opportunity to encourage exploration and multi-buy. There is no reason why a client interested in the Bruichladdich craftsmanship on Islay should not be interested in the way Mount Gay is hand-made in Barbados. This is an opportunity to break down category walls because it is about the client’s passion for authenticity, know-how and origins. It is not about sticking to one tried and tested category.”
Rüdiger Stelkens, purchase director, liquor, tobacco and confectionery at Gebr. Heinemann, added: “Amsterdam Schiphol is a vibrant mix of seasoned business travellers and enthusiastic holidaymakers of all ages and backgrounds. In order to capture their attention we love to dramatise retail with lively activations, spectacular displays and other customer- engagement activities.
“We are delighted to have worked with Rémy Cointreau on The Craft Journey, which is a perfect example of a discreet promotional tool that informs, educates and entertains in a refined and contemporary way.”
Yesterday (24 November) Rémy Cointreau disclosed first half fiscal 2016/17 figures which showed operating profit soared 15.9% year-on-year.