Mouton Cadet Objective • Promote Mouton Cadet as the official red wine supplier of the Ryder Cup and increase sales of the product in duty free. Solution • Target lounges where customers will be flying to Scotland for the Ryder Cup. • Each lounge (LHR T5 First Lounge, LHR T5 Club North and Edinburgh) contained a dedicated area for wine sampling as well as a combination of static posters and leaflet placement. • 1 full page in High Life September issue with advertorial coverage within the golfing feature. Results • The wine sampling was extremely popular. All wine was consumed by day 17 of the campaign. • All on board duty free sold out during the 1 month campaign. • 75% of World Duty Free stock sold at London Heathrow and Edinburgh airports during the campaign period. • Mo

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