WDF hails cross-promotion success at Heathrow T3

Nicole Mezzasalma

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World Duty Free has reported that a joint winter promotion between Grey Goose vodka and Hotel Chocolat helped to increase sales

UK retailer World Duty Free (WDF) has hailed the success of a joint promotion between Bacardi Global Travel Retail and Hotel Chocolat. The two companies worked together with the retailer to create a range of winter cocktails using Bacardi’s Grey Goose vodka and Hotel Chocolat’s Liquid Chocolat products, which were served to WDF customers at London Heathrow airport terminal three.

According to WDF, sales of Grey Goose products rose by 245% during the promotion, which ran throughout December, while Hotel Chocolat also registered “a very strong increase” in sales. In addition to sampling the four cocktails, customers at Heathrow T3 were treated to demonstrations and instructions of how to create the drinks at home.

WDF liquor buyer Paul Hunnisett said: “The success of the collaboration, and indeed the sales, prove that combining these exceptional products was the perfect way to offer something new and exciting to our customers over the festive period.”

Bacardi Global Travel Retail managing director Maurice Doyle added: “We are delighted to have worked with Hotel Chocolat in Heathrow T3’s WDF store to deliver this unique cross-category partnership during the festive period. The cocktail sampling has resulted in a substantial increase in sales and average transaction value for Grey Goose. Consumer feedback has also been amazing, illustrating that partnerships such as these are key to keeping customers engaged in-store, while offering them something new.”

Hotel Chocolat CEO and co-founder Angus Thirlwell concluded: “Hotel Chocolat is committed to making real and authentic chocolate and, like Grey Goose, we are passionate about providing our consumers with the best. For this reason we were delighted to work with Grey Goose to offer our customers in the WDF store at T3 an exclusive range of delicious winter warming chocolate and vodka cocktails”.