The Pernod Ricard-owned brand created the experience, which runs until today (2 September) to celebrate the launch of this year's Beefeater Gin limited edition #SpiritofLondon bottle, which coincides with World Duty Free Group’s ’Best of British’ Summer promotional campaign.
The ‘gin journey’ , devised by Pernod Ricard Travel Retail Europe, begins in the World Duty Free tax and duty free store in the Departure Lounge, where an iconic British Mini car can be found.
Travellers are encouraged to take their Beefeater Gin experience online, uploading their photos to Instagram using #spiritoflondon, which are also posted onto an interactive Instagram wall in the World Duty Free store. Their snap can also be printed as a Polaroid to go in their #spiritoflondon souvenir alongside a gin cocktail book and guide to the Distillery in London.
Adriana Perez, assistant brand manager for Beefeater, comments: "As the UK and Spain are the two of the largest Beefeater markets globally, we decided to inject the heart of the Beefeater brand to Gatwick Airport, the primary hub for travellers of both nationalities. We’re excited to launch this year’s limited edition Spirit of London not only with our bold in-airport offering, but also through our engaging social media activity. It means passengers can savour the gin they love in an entertaining space but also get to know the brand more and keep interacting with us even after they’ve left the airport."
Visitors can also sample complimentary cocktail and a specially selected Beefeater Gin ‘Best of British’ playlist which provides the soundtrack for passengers in store and throughout the airport.
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