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NEWS Last modified on October 21, 2011

Eye-catching new Vodka store opens in Tenerife

Take a look at the new duty free store at Tenerife Sur Airport that is 100% dedicated to Smirnoff vodka.

Take a look at the new duty free store at Tenerife Sur Airport that is 100% dedicated to Smirnoff vodka.

A first of its kind in Europe, the eye-catching 21sqm outlet is the result of a partnership between duty free shop operator, Dufry, and drinks group, Diageo GTME.

It is the latest in a series of category initiatives undertaken by Diageo GTME as part of its strategy to drive engagement, footfall and conversion across its vodka portfolio, which the company sees as a major opportunity for category growth.  

Elisa Vittone, Diageo GTME's retail development manager for Europe, explains: “The store was designed in partnership with Dufry with the aim of creating an amazing in-store experience to drive footfall, shopper connection with the Smirnoff brand and therefore higher levels of conversion and basket spend."

According to Diageo GTME, the strongly branded, eye-catching activation includes glossy ‘Smirnoff red’ floor and walls creating a stunning visual impact with a suspended central light fitting, made up of over 200 Smirnoff bottles. 

It claims that the "shopper experience" is deepened with a series of Smirnoff experiences that leverage the unique and audacious character of the brand.

The activation, says Diageo GTME, engages with travellers in a number of ways, including video highlights of the global Smirnoff Night Life Exchange Programme, interactive touch screen and a series of brand demonstrations from brand ambassadors working in-store. 

The central focus for the launch is Smirnoff Espresso, emphasising the latest Smirnoff travel retail exclusive innovation.

Beatrice Knecht, Dufry's group category manager liquor & tobacco, adds: “We are delighted to have worked in partnership with Diageo on such an innovative project that aligns product and passenger profile, whilst engaging with customers who deserve an irresistible shopping experience”.

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