“ARE YOU LIQUEURIOUS?” - Marie Brizard cocktail features in French Airports

‘Are You Liqueurious?’ This is the question behind Marie Brizard’s intriguing new communication and promotion platform, now being asked to travellers in French Airports.

An eye-catching Marie Brizard Anisette wall-bay is featuring in Paris Charles de Gaulle Terminal 2E together with a ‘Marie Zest’ tasting event in Paris Orly South, supporting ‘BuY PARIS DUTY FREE ‘s French Riviera’ promotion. Both activities coincide with the busy May holiday period in France.

“We are delighted that Lagardère Travel Retail has embraced Marie Brizard and the growth and potential of cocktails by partnering with us in two of their key locations to bring our first airport brand activations to life,” says Marie Brizard Wine & Spirits (MBWS) Global Travel Retail Director Kevin Baker. “These will be followed in the brand’s home-place of Bordeaux next month, with tastings targeted at passengers and visitors to Vinexpo.”

According to Sandrine Verrecchia-Godin, Senior Category Manager – Liquor, Duty Free Global for Lagardère Travel Retail, “Marie Brizard provides us with a great opportunity to benefit from the global growth in cocktail consumption, whilst also allowing Lagardère Travel Retail to demonstrate our support for iconic French brands”

These activations follow the relaunch of the Marie Brizard brand at the end of 2016, and reflect the increased focus being placed on travel retail by MBWS.  The new look for Marie Brizard’s liqueur range is synonymous with freedom of mind, non-conformism and refinement. Designed to assert Marie Brizard’s strong personality through a new visual identity that cleverly brings some set traditions into play while breaking others, the brand’s liqueurs are riding high on the wave of the cocktail trend.

Adds Baker: “MBWS is totally committed to growing its travel retail distribution and we understand that promotion and activation which engages with travellers is key to this ambition. Our French effort is the start of what we hope will be a busy summer of bringing Marie Brizard liqueurs into the mindset of travellers all over Europe and beyond.”

About SDA and Lagardère Travel Retail

SDA is the joint venture between Lagardère Travel Retail and Groupe ADP.

Lagardère Travel Retail is a pioneering global leader in the travel retail industry. Operating 4,500 stores across Travel Essentials, Duty Free and Foodservice in airports, railway stations and other concessions in 30+ countries worldwide, Lagardère Travel Retail generates a €4 bn sales (managed 100%).

Lagardère Travel Retail has a unique holistic approach aimed at exceeding travelers’ expectations throughout their journey and optimizing landlords’ assets and partners’ brands.