Hendrick’s carousel boosts gin sales at Brussels International

Nicole Mezzasalma

Print Article E-Mail Article E-Mail Author

Category sold 50.48% more in August 2007 compared to last year

A Victorian carousel transformed Belgian Sky Shops’ (BSS) theatre at Brussels International airport terminal B during August. Set up as part of a William Grant And Sons promotion to accompany the launch of Hendrick’s gin at the airport, the carousel was manned by hostesses in Victorian dresses and helped boost sales in the gin category by 50.48% compared to the same period last year.

BSS buyer spirits, tobacco and confectionery Hans Darmont said: “Hendrick’s actually re-established the [premium gin] segment and took a 95.4% volume share during the month of its introduction.” He also noted that Hendrick’s gin was introduced at its regular suggested retail price during the promotion rather that at a discounted price.

Darmont and BSS commercial manager Marc Leemans said on the promotion: “We are very pleased with the execution of the Hendrick’s Carousel project. In fact, we think that until now, it is the best and certainly the most original project that has been executed at Belgian Sky Shops and the project that [best] maximises the space made available by using variations on the theme throughout the terminal.” They added that the quality of the project has established a “solid base” to discuss future promotional ideas.