Beluga успешно запустила временный магазин в аэропорту Гамбурга

Beluga ramps up GTR presence with Hamburg pop-up By Miona Madsen Noblewood Group has concluded its two-month Beluga Vodka travel retail activation at Hamburg Airport in Germany. The activation ran from 1 July to 31 August in the departures area at a Heinemann travel retail location. The activation was designed to showcase Beluga’s premium positioning in the global travel retail (GTR) sector. The Art Deco-inspired pop-up featured black-and-gold finishes and distinctive Beluga branding, inviting international travellers to engage with the vodka through guided tasting sessions led by brand promoters. The activation reportedly produced ‘strong’ commercial results, meeting its initial sales target within the first month. With approximately 170,000 passengers travelling through Hamburg Airport each week, the pop-up store recorded around 1,600 customer interactions and product samples during its first month. Customers included engaging travellers from key European markets, such as Germany, Spain, and France, with the primary customer age group being 25 to 45. As an exclusive gift-with-purchase, customers who purchased a one-litre bottle of Beluga Noble received a premium branded passport cover. The activation in Hamburg marks another step in Beluga Vodka’s strategy to expand its presence in European airports and enhance visibility among international travellers. Vodka defied industry headwinds to post strong volume and value growth in GTR last year. Earlier this year, Beluga launched a limited edition bottle of Beluga Noble vodka, aimed at on-trade and nightlife venues. Related news IWSR: premiumisation still alive in GTR