Halewood Artisanal Spirits elevates GTR presence for Whitley Neill and Dead Man’s Fingers
Whitley Neill is set to feature across airports in the UK and Europe
Halewood Artisanal Spirits is rolling out a strong activation program to bring its Whitley Neill Gin and Dead Man’s Fingers Rum and Creams brands to life at key UK airports.
From April, travelers will be treated to a variety of gin and rum experiences in locations across the UK and Europe, as part of its partnerships with retailers Avolta, Lagardère, Heinemann and ARI.
Aimed at expanding brand visibility and consumer engagement for both brands, Halewood will activate at major and regional travel hubs, allowing travelers to experience the distinctive flavors of both the current Whitley Neill range and innovative new offerings from the two brands, including Japanese Yuzu & White Strawberry Gin, the Distiller’s Cut London Dry Gin and Dead Man’s Fingers White Rum. In addition, they can enjoy best-sellers including Whitley Neill Rhubarb & Ginger, along with Dead Mans’ Fingers favorites such as Spiced Rum, Mango and Cherry plus various flavored Tequila Cream Liqueurs.
Activations running throughout the summer at UK airports including pop up campaigns featuring digital pillars/screens, tasting bars and merchandising units at London Heathrow, London Gatwick, Birmingham, Liverpool, Bristol and Stansted. Other events at Stansted, Newcastle and Manchester, along with activities with P&O Ferries.
“Forget that old-fashioned fuddy-duddy stuff from the past”: Introducing Dead Man’s Fingers White Rum
In certain locations, Halewood will activate a new ‘Lift & Learn’ digital experience enabling consumers to select the flavor of their choice from the range, insert into a dedicated slot on a podium, which then triggers more product information to appear on adjacent digital screens.
In addition to these UK activations, Halewood will be running shared brand activations throughout the year with Heinemann to bring exciting gin and rum experiences via tasting bars, impulse podiums and digital screens to international airports across Europe, including Berlin, Düsseldorf, Frankfurt , Hamburg and Billund.
The company will also collaborate with ARI in Cyprus in activations at airports in Larnaca and Paphos for Whitley Neill and Dead Man’s Fingers through the key trading months of June, July and August.
New Product Offerings
Whitley Neill Gin continues to innovate with its latest gin flavors, including Japanese Yuzu & White Strawberry Gin and the Distiller’s Cut London Dry Gin, designed to compete in the premium gin category. Both expressions are now available for consumers to discover in travel retail.
Japanese Yuzu & White Strawberry Gin's flavor profile is enhanced by the delicate sweetness of white strawberries, creating a harmonious and enjoyable drink
Japanese Yuzu & White Strawberry Gin is a new release combining sweet, fresh white strawberries balanced by vibrant citrus notes from the Japanese Yuzu. The result is a crisp and refreshing profile, making it perfect for summer cocktails.
Distiller’s Cut London Dry Gin pays tribute to the Distiller’s Cut showcasing a bold focus on dried orange peel, creating a clean, citrus-forward profile. This gin features earthy spice, a touch of white pepper, and a balanced bitterness that defines its character. The soft, rounded aroma gives way to flavors of candied orange, juniper, and subtle floral notes, providing a smooth texture with an enduring citrus finish.
In the white rum category, Halewood Artisanal Sprits is suggesting that its customers and consumers “forget that old-fashioned fuddy-duddy stuff from the past”; the new Dead Man’s Fingers White Rum is bold, vibrant, and full of character. Hints of vanilla and tropical fruit make for delicious Daiquiris and Mojitos or keep it simple and just pour over ice with cola and a wedge of lime.
Eamon Prunty, Halewood Artisanal Sprits Global Travel Retail Director, said, “Our activations provide the perfect opportunity for consumers to experience our latest innovations and best-sellers in an exciting and interactive way. As always are our main ambition is to get liquid on lips through tastings, supported by bold impactful displays that reflect the colors of the various brand flavors.
“We want to connect with consumers in a fun and engaging way whilst being informative too and our new Lift & Learn experience allows consumers to explore the various flavors in a dynamic and engaging environment.”
Bold brands and flavors
According to Halewood, Whitley Neill Gin has become a favorite choice for London Dry and flavored gin enthusiasts around the world. The leading premium gin brand in the UK domestic market and the No. 1 premium flavored gin in global travel retail, it continues to increase its flavored gin market share by creating on-trend new flavors and using creative botanicals that reflect both tradition and innovation.
Dead Man’s Fingers has taken rum and tequila into a completely new direction, appealing to a wide range of travelling consumers and particularly the Gen Z demographic. With its bold, unusual flavors, the brand continues to innovate and disrupt.
“This year’s airport activations offer travelers an exciting opportunity to discover the latest expressions and to engage directly with the brand in some of the busiest travel destinations,” Prunty continued.
“We know that to succeed in travel retail demands campaigns that travelers cannot fail to engage with. Fun, eye-catching and impactful pop-ups, merchandising units and digital screens are the first step in engaging with travelers; encouraging them to taste and explore the various flavors is the second vital stage in sales conversion. We’re delighted to again be working with specialist retail agency Kounter this year to bring this ambition to life.”
