Heinemann and Diageo launch Luxury Lounge at Frankfurt

Andrew Pentol

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The new concept will showcase a selection of the supplier’s whisky, gin and vodka brands

Gebr Heinemann has announced it will showcase premium Diageo spirits in the new Luxury Lounge concept within the Schengen B Travel Value and Duty Free Shop at Frankfurt airport. The promotion aims to single out select whisky, gin and vodka brands from the supplier’s portfolio.

Bushmills distillery, which this year celebrates its 400th anniversary, is presenting the birthday edition of its Irish whiskey. The Johnnie Walker Blue Label range has a dedicated area under the “Your Passport to Luxury” motto and Diageo is presenting the Johnnie Walker Blue Label in a lacquered presentation case. Individually branded display cases in the lounge will feature Tanqueray No Ten gin and Ciroc vodka, and customers will receive glasses from Scandinavian company Iittala as gifts with purchase.

Diageo trade marketing manager Constanze Vogel said: “The Luxury Lounge provides the perfect platform for our reserve brands, reflecting the value of the brands we represent. Together with Gebr Heinemann, our aim is to offer customers a luxury shopping experience.”

Gebr Heinemann spokesperson Kerstin Butenschön added: “Prior to the opening of the Luxury Lounge, Diageo ran an exclusive training course focusing solely on the company’s premium brands. Particular attention was given to dealing with customers and the appearance of the promoters.”