News

Halewood Artisanal Spirits Expands Gin and Rum Activations Across UK & Europe

Published by

Maythe Monoche

March 21, 2025

Halewood Artisanal Spirits is set to bring its Whitley Neill Gin and Dead Man’s Fingers Rum to travelers across the UK and Europe with a dynamic series of activations. Partnering with Avolta, Lagardère, Heinemann, and ARI, the brand aims to elevate visibility and customer engagement in key travel retail locations.

Expanding Reach at Major Travel Hubs

Starting in April, travelers will encounter interactive gin and rum experiences at prominent airports and regional hubs. These activations will introduce the current Whitley Neill range along with exciting new releases, such as Japanese Yuzu & White Strawberry Gin, the Distiller’s Cut London Dry Gin, and Dead Man’s Fingers White Rum.

Visitors will also have the opportunity to sample best-sellers like Whitley Neill Rhubarb & Ginger Gin and popular Dead Man’s Fingers flavors, including Spiced Rum, Mango, and Cherry. Additionally, the brand will showcase a selection of flavored tequila cream liqueurs.

Engaging Activations Across the UK

Throughout the summer, Halewood Artisanal Spirits will host engaging pop-up events featuring digital displays, tasting bars, and merchandising stations. These activations will appear at major UK airports, including:

London Heathrow
London Gatwick
Birmingham
Liverpool
Bristol
Stansted

Further events are planned at Newcastle and Manchester airports, as well as onboard P&O Ferries, ensuring widespread access to these premium spirits.

Introducing the ‘Lift & Learn’ Digital Experience

A new ‘Lift & Learn’ digital activation will debut at select locations, offering an interactive way for travelers to explore different flavors. By placing a bottle in a designated podium slot, consumers will trigger detailed product information on adjacent digital screens, enhancing the tasting experience with an educational element.

Expanding Presence in European Airports

Beyond the UK, Halewood Artisanal Spirits will roll out shared brand activations throughout the year in collaboration with Heinemann. These immersive gin and rum experiences will feature tasting bars, impulse podiums, and digital displays in key international airports, including:

Berlin
Düsseldorf
Frankfurt
Hamburg
Billund

In Cyprus, the brand is partnering with ARI to engage travelers at Larnaca and Paphos airports during the peak travel months of June, July, and August.

A Commitment to Customer Engagement

Eamon Prunty, Global Travel Retail Director at Halewood Artisanal Spirits, emphasized the brand’s focus on interactive and bold experiences. “Our activations provide the perfect opportunity for consumers to experience our latest innovations and best-sellers in an exciting way. Our primary goal remains getting ‘liquid on lips’ through tastings, supported by eye-catching displays that reflect the vibrant colors of our diverse flavors.”

Prunty highlighted the importance of engaging travelers in a fun yet informative manner, stating, “The ‘Lift & Learn’ experience adds a dynamic touch, allowing consumers to explore flavors in an interactive environment.”

Creating Unforgettable Travel Retail Experiences

Halewood Artisanal Spirits continues to invest in high-impact retail campaigns designed to captivate travelers. “This year’s airport activations will offer unique opportunities to connect with consumers in some of the busiest travel destinations. Successful travel retail campaigns must grab attention instantly, and our fun, visually striking pop-ups and digital experiences will do just that,” Prunty added.

Working alongside specialist retail agency Kounter, Halewood Artisanal Spirits is set to create unforgettable gin and rum experiences for travelers across Europe and the UK.

Stay Ahead of the Rum Curve! Get the latest trends, expert recommendations, and must-know industry news—delivered monthly!