The new Makers Mark travel retail advert

The new Maker's Mark travel retail advert

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Beam Global Spirits & Wine is to launch its largest campaign to date for Maker's Mark Bourbon in the travel retail category.

The push, which will include advertising, displays, in-store sampling and gift packs is set to be launched next month. Major European and US airports, from London and Paris to Los Angeles and New York will be included in the promotion, Beam Global said this week.

Financial details behind the campaign were not disclosed. The campaign will be handled by Maxxium Travel Retail, which is 50-50 owned by Beam Global and The Edrington Group.

Beam Global, which is the spirits arm of Fortune Brands, is keen to expand sales of Maker's Mark outside of the US.

“Travel retail plays an important role in our international expansion plans for Maker’s Mark as it is a showcase arena and also the conduit between key domestic European markets," said Beam Global's director for European travel retail, Gareth Brown. "We are therefore investing in the most significant campaign ever launched for the brand in travel retail," he said.   

The brand will be listed on-board all 150 British Airways long-haul flight routes from September.