Maxxium to host Oktoberfest promotion in Munich

Nicole Mezzasalma

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The liquor distributor will showcase some of its premium brands and offer gifts to customers in September

Liquor supplier Maxxium Global Travel Retail (MGTR) is to host an Oktoberfest promotion at Munich airport during the month of September. The “Inspiring the World” campaign will feature a display and tasting area for each of MGTR’s four brand owners—The Edrington Group, Rémy Cointreau, Beam Global Spirits & Wine and V&S Absolut Spirits—at the event shop in terminal two, where hostesses in Bavarian dirndls will offer samples of brands such as The Famous Grouse whisky, Absolut vodka, Sauza tequila and Piper-Heisiech champagne to travellers.

Customers will also receive gifts with purchase and will be offered a photo opportunity with a hostess in front of a themed picture wall with a second purchase. Travellers will also be invited to take part in the Maker’s Mark “Dipping Experience”, where bottles of the bourbon will be hand-dipped in the brand’s signature red wax, and to personalise bottles of The Famous Grouse using a special labeling machine to replace the word Grouse with something of their choice.

MGTR commercial director Laurent Cosson said: "The focus of the Oktoberfest promotion is on involving customers and encouraging them to sample something entirely new or a variant on something they already know and love."