The concept of the Gebr. Heinemann Luxury Lounge promotion is to showcase select whisky, gin and vodka brands in an elegant ambiance. Currently, the focus of the promotion is being placed on the premium spirits of Diageo, in the Schengen B Travel Value & Duty Free Shop at Frankfurt Airport.

“The Luxury Lounge provides the perfect platform for our Reserve Brands”, explains Constanze Vogel, Trade Marketing Manager at Diageo GTME. “This exclusive world reflects the value of the brands that we represent. Together with Gebr. Heinemann, our aim here is to offer customers a luxury shopping experience”.

“Your Passport to Luxury” is the motto of the Johnnie Walker Blue Label range. One of the showpieces within it is the Johnnie Walker Blue Label King George V – the jewel in the crown of the Johnnie Walker family. True to its heritage, the exquisite blend is handcrafted using the original techniques practiced during the era and only whiskies from distilleries operating during the reign of King George V have been used. For collectors, Diageo is also presenting Johnnie Walker Blue Label in an exquisite lacquer presentation case – an edition available at only two places in the world: the Travel Value & Duty Free Shop in Frankfurt and at Singapore Airport.

The world’s oldest licensed distillery, Bushmill’s, which this year celebrates its 400th anniversary, is presenting the birthday edition of its Irish whiskey on the orange NEW sales island. The individually branded display cases of the Luxury Lounge is welcoming multi award-winning Tanqueray No. Ten gin and Ciroc vodka, which is distilled from French grapes. As a thank-you for their purchase, customers receive stylish glasses from the Scandinavian company Iittala, as giveaways.

“Our trained promoters will ensure that the service is perfect. At tastings of our Single Malt Scotch Whisky Talisker, they are giving information about vintage, origin and the production process”, says Kerstin Butenschön, Category Manager at Gebr. Heinemann. Prior to opening the Luxury Lounge, Diageo ran an exclusive training course focusing solely on the company’s premium brands. Within this, particular attention was also paid to dealing with customers and the appearance of the promoters.