PRTR says Plymouth gin has secured a new listing with the World Duty Free Group and the brand will take centre stage at London Heathrow’s Terminal 5 this month (March) with an especially crafted bar. This is said to follow the strong performance of the premium gin category in European travel retail,
Plymouth is batch-made according to its original 1793 recipe at the historic Black Friars distillery in the city of Plymouth. It is still produced in the original copper pot still that was installed at the distillery during the Victorian era in 1855.
PRTR says this is closely reflected in the personalised bar at T5. The bar features portholes containing Plymouth’s seven botanicals – juniper, lemon peel, orange peel, orris root, angelica root, cardamom pods and coriander seeds –linking it to Plymouth’s naval heritage.
The bar’s interactive element welcomes travellers to attend a drop-in cocktail masterclass, where they will be given the chance to create one of three Plymouth gin cocktails – the Hedgerow Slider, Marguerite or Gimlet.
PRTR Europe marketing director Jenny Shipton, said: “The premium gin category has seen significant growth in travel retail, presenting a huge opportunity for innovation. In recent years we’ve been reinforcing Plymouth’s position as a super-premium gin with a strong heritage, and we are very excited to be introducing our biggest activation to date in World Duty Free Heathrow Terminal 5. We are confident the dedicated Plymouth gin bar will maximise brand exposure and inspire gin drinkers looking for an historic expression with a complex flavour profile and smooth texture.”
World Duty Free Group global head of liquor David de Miguel said: “The interactive elements are highly engaging and help to reinforce our position as a leading retailer with consistently innovative approaches to showcasing our expertise. This premium space will undeniably delight our customers, allowing them to enjoy Plymouth gin in a new and exciting way, making for a unique and memorable shopping experience.”
