By
Cherie Rowlands |
Heineken Global Duty Free is showcasing its latest Beers of the World display on newbuild ferry, Viking Grace, which entered service in January 2013.
The concept, developed through a Heineken Global Duty Free and Jordan Design collaboration, means passengers will be able to purchase beers such as Krušovice, Sol, Newcastle Brown Ale, Desperados, Affligem and Murphy’s Irish Stout, as well as the beer brand's can and bottle packs, and draught keg. The display also includes a tasting bar and the Heineken Tap Challenge, so passengers can pour their own virtual beer.
Explaining the motivation behind the interactive innovation, Global Duty Free manager Sean McNaughten said: “Research in shopper needs shows us that there is an increasing desire for more variety in beer in travel retail. Our company is leading the way with concepts such as Beers of the World, as we believe in adding value to the shopper's experience by creating an engaging in-store destination and encouraging trial and purchase. This latest installation on Viking Grace is a testament to the initiatives Heineken is developing to elevate our drinkers' experience and to create interest for the beer category as a whole.”