At the Heinemann Duty Free shops in the Frankfurt Airport, Beam Suntory created an exciting and interactive bourbon tasting station.
The multi-sensory station promotes the brand's super-premium bourbon range by providing travelers with a bag of popcorn while they watch a movie about the origins of the brand. Following this experience, bourbon tastings are conducted at a touchscreen bar, which reveals product information and allows visitors to enter contests. When walking away from the unique sampling experience, bourbon tasters also have the chance to take home a print copy of the Bourbon Bugle newspaper, which is personalized with a photo.
With this unique Beam Suntory activation being promoted on social media throughout the summer, it's anticipated that the brand's Bourbon Legends campaign will reach more than 2.5 million consumers globally.
Touchscreen Sampling Bars
Beam Suntory's Interactive Booth Offers Bourbon Tasting at the Airport
Trend Themes
1. Multi-sensory Brand Experiences - Create interactive and engaging brand experiences that incorporate multiple senses to enhance consumer engagement and create lasting impressions.
2. Touchscreen Sampling Technology - Implement touchscreen bars and sampling stations to provide consumers with interactive product information and personalized experiences that increase brand awareness and loyalty.
3. Personalized Marketing Materials - Offer personalized marketing materials such as customized newspapers or magazines to enhance the consumer's connection with the product or brand and drive souvenir value.
Industry Implications
1. Alcoholic Beverages - Leverage interactive sampling bars and immersive experiences to disrupt the alcoholic beverages industry and create unique brand experiences that stand out in the market.
2. Duty-free Retail - Incorporate touchscreen technology and interactive booths into duty-free retail spaces to provide travelers with engaging experiences and drive sales by offering personalized product information and incentives.
3. Tourism & Travel - Integrate multi-sensory brand experiences into travel destinations such as airports to attract tourists, create memorable moments, and generate positive word-of-mouth promotion for the location and the brand.