Maxxium has lined up a travel retail promotional event at Munich Airport inspired by the city's Oktoberfest.

The sales, distribution and marketing venture, jointly owned by The Edrington Group, Rémy Cointreau, Beam Global Spirits & Wine and V&S Group, said today (22 August) that 'Inspiring the World' will run at Munich's Franz Josef Strauss International Airport next month.

The promotion will feature a display and tasting area for each of Maxxium's four brand owners, and will be staged in the Eventshop in Terminal 2.

Hostesses dressed in Bavarian Dirndls will invite passengers to sample some of Maxxium parent companies' brands, including The Famous Grouse, Highland Park, Maker's Mark, Absolut Vodka, Jim Beam, Sauza, Piper-Heidsieck and Rémy Martin.

With each purchase, consumers will be offered a "surprise souvenir gift" and for a second purchase the chance to be photographed with a hostess in front of a Wiesn Oktoberfest picture wall.

"The focus of the Oktoberfest promotion is on involving customers and encouraging them to sample something entirely new or a variant on something they already know and love," said Laurent Cosson, commercial director at Maxxium Global Travel Retail.

Consumers will also be able to personalise their own bottle of The Famous Grouse. Travelling consumers will also participate in the Maker's Mark 'Dipping Experience' where bottles of the handmade bourbon are hand-dipped in Maker's Mark signature red wax.

The future of Maxxium hangs in the balance, with Rémy Cointreau and V&S set to leave the joint venture in the coming months.