Pernod Ricard GTR and Heinemann introduce new-look Lillet at Frankfurt Airport
Lillet reveals a new look this spring, with Pernod Ricard Global Travel Retail and Gebr. Heinemann at Frankfurt Airport
Perfectly timed to meet the growing demand for summer spritzes, Lillet – “the classically French apéritif” – has unveiled a chic rebrand. With the support of Pernod Ricard Global Travel Retail and Heinemann Duty Free it is being introduced for the first time to travelers at Frankfurt Airport this spring.
Crafted by a small team in the original Bordeaux Maison Lillet since 1872, the citrusy Lillet Blanc and fruity Rosé are made using blends of regional wines and fruit infusions to a secret recipe without any artificial coloring.
Lillet is the ideal ingredient in summer cocktails or in a simple spritz; when mixed with club soda or tonic, the Lillet Signature Spritz is refreshing, low in alcohol (5.7% ABV) and under 100 calories.
Finely worked, clear, and bright, the new Lillet bottle reflects and plays with the light, mirroring the apéritif’s signature lightness. The arch at the neck is inspired by the architecture of the Maison Lillet, the grooves at the bottom represent the avenue of trees at its entrance. The contemporary label honors the brand’s 150-year heritage whilst delivering more shelf appeal to a younger audience looking for more low- and no-alcohol options.
Both Lillet Blanc or Rosé offer the same taste, but a new look
With German consumers being one of the largest markets for Lillet, the brand has chosen to launch the new look across domestic, on-trade, off-trade and travel retail simultaneously in a wide-reaching omni-channel campaign from April to June.
Travelers passing through Frankfurt Airport’s A-Main Schengen, T2 Non-Schengen and C Main Schengen zones will have the chance to taste the Lillet Signature Spritz made with the popular Lillet Rosé and pick up a bottle of the Blanc or Rosé from the pink flower-adorned gondolas in the Heinemann Duty Free stores. Purchases of any two bottles qualify for a handy and sustainably-made Lillet-branded Breton tote bag. The on-shelf price in Frankfurt travel retail is €14.99.
Commenting on the growth potential for Lillet in Europe and beyond, Rae Gibson, Brand Director at Pernod Ricard Global Travel Retail, said, “With this perfectly timed rebrand and fun, sunshine-filled campaign running across domestic markets and travel retail, there is a real opportunity for Lillet to become a category disruptor this summer.
“The moment for lighter, sociable apéritifs with a defined sense of place is now and we are delighted to have been able to respond to this trend with our partners at Gebr. Heinemann. Their three Frankfurt stores welcome a high percentage of German PAX in addition to other key nationalities, including British, American and French, who we know will be enamored by these gorgeous floral activations and enjoy the convivial tastings of this classic summer serve.”
The Lillet rebrand and launch if backed by an omnichannel campaign
Manuel Schilling, Head of Buying Spirits at Gebr. Heinemann, added, “We are excited to bring the beautifully reimagined Lillet to our customers at Frankfurt Airport, in close partnership with Pernod Ricard Global Travel Retail. The elegant new design perfectly captures the spirit of summer and the growing demand for lighter, more sociable drinks. With its rich heritage and refreshing taste, Lillet is a natural fit for today’s travelers who are looking for authentic, high-quality experiences – whether as a special gift or to enjoy themselves. Together with Pernod Ricard, we are proud to create memorable moments for our customers and drive the success of this exceptional brand.”
