Diageo creates bar at Heathrow BA’s club lounge

Passengers can choose a complimentary drink from the menu of classic cocktails with a modern twist has been specially tailored for the BA Club Lounge and includes names such as ‘T10 Earl’s Sour’, ‘The Flying Scotsman’ and ‘Lion Blanc Cocktail’.

Part of the programme’s emphasis includes a schedule of cocktail masterclasses with Brand Ambassadors from some of the World Class Collection spirits. These sessions, the first to be presented at a European airport, include Barrie Wilson, Tanqueray No. TEN Europe Brand Ambassador; Mario Navarra, Zacapa Europe Brand Ambassador and Erik Lorincz, the winner of the Diageo World Class 2010 Bartender of the Year.

Paul Downing, regional director of Europe Diageo GTME, said: “Our relationship with British Airways is very important to us and we see it as a crucial element in growing the World Class Collection of ultra-premium spirits both in terms of awareness and sales. It’s been a rewarding experience and one that we hope to develop going forward in Europe and beyond.

“Over the period of the promotion it is estimated that over 160,000 affluent passengers in our target demographic will pass through the lounge. That’s an amazing group for us to engage directly with and the relaxed lounge environment gives us a unique atmosphere to create relationships with these consumers.

“With this activation we’re able to use specific touchpoints in the consumer journey. Giving passengers a highly engaging experience in which they get to sample these superb spirits, helps them understand why they are so special. This enhances their travelling experience and, at the same time, drives brand awareness and ultimately sales. It is early days yet in terms of results from this activation so far but the initial results we’ve seen are very encouraging.”