Ian Macleod Distillers has unveiled the first Edinburgh Gin wall bays at World Duty Free stores in Edinburgh and Stansted airports in the UK.
The Wonder Wall displays aim to highlight Edinburgh Gin’s ‘point of difference’ as the ‘pioneer’ of the flavoured gin category.
Edinburgh Gin said it was the first brand to bring the rhubarb and ginger flavour to market in 2014.
The displays feature the brand’s full-strength flavoured gins, including Edinburgh Gin Rhubarb and Ginger, and Edinburgh Gin Watermelon and Lime.
Edinburgh Gin’s travel retail-exclusive London Dry expression, Distillers’ Cut, will also be on offer, alongside the rhubarb and ginger, and raspberry and elderflower gin liqueurs.
William Ovens, Ian Macleod Distillers’ global travel retail director, said: “Our new Wonder Wall bays truly stand out and make an instant impact on passengers, allowing our vibrant, naturally coloured and flavoured gins to shine through. Edinburgh Gin has a wide portfolio of gins in World Duty Free and we look forward to increasing our presence further going forward.”
Earlier this month, Edinburgh Gin has created a limited edition label for its London Dry expression featuring a QR code to ‘immerse’ drinkers in the brand.
Last year, the brand released five cocktail gift packs, with one kit concealing a first edition novel worth up to £3,000 (US$3,889).