COUNTER INTELLIGENCE Jägermeister set to increase travel retail activity in 2018
Fawmily-owned Mast-Jägermeister SE is increasing DF&TR activity in 2018 by focusing on key European and overseas markets, particularly the Americas. Following a strong GTR in 2017,
performance
Jägermeister will increase its in-store presence in airports, including permanent visibility such as shelf branding and advertising at point of purchase. More airport activations
are planned, which will create brand experiences for travelling consumers and support key sales periods, including Halloween and Oktoberfest. The company will also roll
out its premium Jägermeister Manifest product. As the first super-premium herbal liqueur
to be introduced on the market, Jägermeister Manifest was launched exclusively with Gebr. Heinemann at selected airports in 2017. During 2018, a line of travel retail exclusives will be introduced and a range of four newly designed gift- packs, exclusive to the duty free channel. Mast-Jägermeister SE
Director of GTR Dietmar Franke said: “This year, we continue to build on momentum with an increasing level of activity and customised in-store presence, amplifying visibility in airports, particularly in Europe and the Americas.”
Perfetti Van Melle hones 360-degree visibility for Americas show
Perfetti Van Melle (PVM) arrives at this year’s Summit of the Americas with a series of ‘must-have’ products and a new
merchandise display. The suitcase-shaped display prototype
(80cm x 80cm), which can stock new and best-selling items, is designed to generate exposure from all angles of a store. It is also designed to address the frequent
challenges of limited retail space. PVM intends to gather feedback on the
new display at the show with a view to creating a final model. Marketing Manager Femke van Veen said: “Besides the suitcase display, we also have the possibility to develop bespoke displays that will meet all the specifications given to us by our business partners.”
Guylian promotes anniversary collection in Frankfurt Airport
Chocolaterie Guylian is promoting its 50th anniversary Master’s Collection at Frankfurt International Airport, with four gold and white podia in four Gebr. Heinemann stores. The company, which also ran the
promotion at Brussels Airport, calls it “wonderful brand building” and intends to select the best cooperative airports to tell its premiumisation story. Comprising 30 mini pralines in 10
flavours collected in a gift-box, flavours include Coffee Cardemom, Ginger Lime or Caramel with Costa Rican Pineapple. Fine ingredients like golden berry or zest of lemon decorate each praline and complete the taste sensation.
MARCH 2018 Guylian Sales Director Steven Candries
said: “With this premium assortment, the brand not only launches an indulgent selection of bite-sized pralines, but also sets its first steps into the next 50 years of excellence in Belgian chocolate creations.”
TRBUSINESS 83
Haribo strives for Americas travel retail and DF expansion
Haribo will have its own ‘cheerfully coloured’ booth (Haribo/Rigo Trading #1031) for the first time in several years at the inaugural Summit of the Americas duty free show (18-21 March). Among the products on display will
be the Haribo party packs and sharing- bags, premium gifts and little treats, many of them exclusive to travellers. Items are produced specifically
to comply with US Food and Drug Administration requirements, while a collection designed for the wider Americas market will be included in the assortment. Highlights of the offer will be the
bear-shaped Haribo Goldbear Candy Tin in a choice of bright colours – red, green and yellow – and the Haribo Travel Bag. Haribo Travel Retail Marketing
Manager Elisa Fontana commented: “The aim of the show is to better understand the needs and taste- preferences of customers and consumers in the Americas continent. The Haribo brand is experiencing very strong domestic growth, but so far has been under-represented in travel retail.”
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