Beam Global Spirits & Wine and Maxxium Global Travel Retail (MGTR) staged a Jim Beam bourbon face painting promotion at two German airports last month, which was timed to coincide with the UEFA Euro 2008 football championships.

The promotion ran at Gebr Heinemann's shops at Frank-furt and Munich airports and involved in-store promoters tempting travellers to have their faces painted with their respective national flags. An on-pack face-painting kit was also part of the initiative, along with in-store visuals and tastings of both the standard Jim Beam White and the premium Jim Beam Black.

Amy Neville-Eliot, Beam marketing manager for Eur-ope, explained: "The aim of the promotion was to differentiate ourselves from the competition by being more innovative and visible to consumers during the busy period surrounding the Euro 2008 championships."