Liquor supplier Diageo Global Travel and Middle East (GTME) has this month launched the new Smirnoff Espresso in worldwide travel-retail and duty-free markets following an inaugural activation in April in collaboration with King Power Group International (Thailand) at Bangkok Suvarnabhumi International airport. Smirnoff Espresso is a coffee-flavoured vodka that will be available exclusively in travel-retail as a limited edition until August 31.
The promotional activation on the Bangkok airport concourse features LED video walls and DJ booths, with a DJ playing live on certain days. Interactive photo booths enable shoppers to take personalised pictures of themselves and email it to friends or to print them out in a Smirnoff-branded frame. A gwp of a portable speaker is available with any purchase of two Smirnoff bottles.
The rest of the world followed the Bangkok activation on May 1, with 46 participating airports offering a range of tailored executions of the limited edition.
Diageo GTME marketing manager white spirits, runs and liqueurs Chin Ru Foo said: “Many shoppers in travel-retail are looking for something new and different that they can’t find at home and we are confident of meeting that need with this exclusive launch of the Smirnoff Espresso limited edition.”