Luxury Lounge promotion boosts liquor sales at Frankfurt

Tina Milton

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A Hennessy-led promotion in the Luxury Lounge area of Gebr Heinemann’s Travel Value and Duty Free shop in Frankfurt airport increased liquor sales by 430% during October and November

A Hennessy-driven promotion at Frankfurt airport terminal 1B boosted liquor sales by 430% in October and November. The initiative was presented in the Luxury Lounge area of the revamped 700sq m (7,532sq ft) Travel Value and Duty Free shop operated by Gebr Heinemann. The store, which serves Schengen passenger traffic, was redesigned and reopened in October.

Sales of Hennessy XO and Hennessy VSOP Privilege cognacs were particularly buoyant and Hennessy Ellipse was available for €7,900 ($10,260). The company’s latest addition, a Moët & Chandon champagne bottle containing Swarovski stones, ranked third among the top-selling products at Frankfurt. Malt whiskies, such as Glenmorangie and Ardbeg, accounted for almost 40%of sales.

Promoters supported the initiative by providing information about the origin, manufacturing process and age of the liquors and presented passengers with information booklets.