Halewood pushes into TR with Lagardère

Halewood Wines & Spirits has secured UK TR listings with Lagardère Travel Retail for its premium gin portfolio, and is hosting a St Patrick’s Day activation with The Pogues Irish Whiskey at Luton Airport.

From April, Lagardère will be offer Whitley Neill, Marylebone and Liverpool Gin in its UK travel retail outlets.

In the meantime, the drinks group is working with the retailer to run a promotion with The Pogues Irish Whiskey at Luton from 3-19 March.

St Patrick’s Day is marked each year on 17 March.

Shoppers passing through the airport will be invited to sample The Pogues and will be offered a branded 4cl shot glass as a gift with purchase.

The activation carries a theme of ‘The Irish Rover’, with lyrics from The Pogues’ famous song appearing on point of sale materials including tent cards, posters and beer mats.

“The aim of this promotion is to put The Pogues into the spotlight and celebrate St Patrick’s Day without resorting to leprechauns and limericks,” said Simon Roffe, managing director, Europe and Global Travel Retail at Halewood Wines and Spirits.

“It’s all about sampling this great liquid, enjoying time with friends, and listening to a little music… and all, if possible, in a dignified but rebellious Pogues fashion!

“We are delighted to be working with Lagardère on what we believe will be a very successful and most enjoyable activation.”

The Pogues Irish Whiskey is made at the West Cork Distillery in partnership with the band. The non-chill-filtered liquid is a blend of triple-distilled Irish malt and grain whiskies, is matured in American ex-Bourbon barrels, and is bottled at 40% abv.

Halewood bought its 50% stake in The Pogues Irish Whiskey in March 2016, with band members retaining ownership of the remaining 50% of the brand.