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Dewar’s woos millennials with Frankfurt activity

Bacardi Global Travel Retail (GTR) is targeting millennial consumers with a “highly disruptive and engaging” Dewar’s Scotch whisky activation at Frankfurt airport featuring ‘chicken bingo’.

Taking place throughout January in partnership with retailer Gebr. Heinemann, the activity is a “radical interpretation” of the established John Dewar & Sons Fine Whisky Emporium concept, which has been widely rolled out in travel retail.

In Frankfurt, the activity centres on founder John Dewar, who established the blended Scotch brand in 1846, and his sons John Alexander and Tommy.

Tommy’s interest outside of whisky was his prize-winning chickens, a key inspiration for the activation.

The Dewar’s blend is communicated in the airport using a vapourised sampling experience featuring the whisky and three single malts within it: Aberfeldy, Glen Deveron and Royal Brackla.

The chickens feature throughout the space, and shoppers are invited to take part in a high-energy game of ‘chicken bingo’. Bingo numbers representing the age statements in the portfolio are distributed which give participants the chance to win prizes inspired by idioms – or “Dewarisms” – such as ‘the only thing you’ll find in a hurry is trouble’.

In addition, a Tommy’s Tattoo Parlour area offers the application of temporary tattoos, with Polaroid cameras available to capture the experience.

The activation extends throughout the passenger journey. With giant plasma screens after passport control displaying images of the Dewar’s brothers inviting travellers to the activation area.

After experiencing the activity, passengers are they encouraged to enter the in-store area at Heinemann Duty Free, were they can collect their bingo prize, sample Dewar’s, Aberfeldy, Royal Brackla or Glen Deveron, take part in chicken bingo again, and offered advice on Frankfurt bars.

“The investment we have made in this campaign at Frankfurt demonstrates our passion and commitment to invigorating the whisky category,” said Mike Birch, managing director, Bacardi GTR.

“Dewar’s has great ambition and a unique offering – it is well positioned to drive excitement and interest from new shoppers, especially those who may think of whisky as an older person’s drink.  We want to disrupt and challenge that thinking and this innovative activation experience will stop people of all ages in their tracks to explore the wonderful, eccentric world of Dewar’s and challenge their perceptions of the whisky category.”

Rüdiger Stelkens, purchasing director, liquor, tobacco, confectionery and fine food, Gebr. Heinemann, added: “At Heinemann our passion is to set the bar high with new creativity that people will only find in our stores.  As such we demand a lot from our suppliers and we’re delighted at how Dewar’s is delivering really exciting theatre here at Frankfurt Airport in a way that is radically different to typical airport activity.

“We are very encouraged to see how it is driving footfall to our stores and bringing a new approach, and consumers, into the whisky category.”

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