Ultra-premium run to be sold at Istanbul Atatürk

Nicole Mezzasalma

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Havana Club’s Máximo Extra Añejo will be sold at Istanbul Atatürk airport from December 1

Liquor supplier Pernod Ricard is rolling out the ultra-premium variety of its Havana Club rum to Istanbul Atatürk airport from December 1. The €1,400 ($2,100) Máximo Extra Añejo was originally listed at Frankfurt airport with Gebr Heinemann and Paris Charles de Gaulle airport terminal E with Aelia in July, where the supplier claims it has been very successful.

Heinemann is also running a new promotion featuring the ultra-premium rum this month following the good results of a similar campaign in the summer.

Pernod Ricard Travel Retail Europe regional marketing manager John Smailes said: “Our promotion for Havana Club’s Máximo Extra Añejo has been a great success so far and we hope by extending our launch we will introduce our ultra-premium range to more customers.”

Gebr Heinemann retail manager Frankfurt airport Stephan Tasch added: “Right from the beginning of the promotion, many passengers showed great interest in Havana Club Máximo Extra Añejo. They requested more information about this exceptional product and showed quite a willingness to buy.”