Following the success of Heineken’s Beers of the World concept display, Heineken Global Duty Free has once again delivered with its latest Beers of the World display for the new build ferry of Viking Line, the Viking Grace.

The Viking Grace, which went into service in January 2013, is a new vessel built to provide an innovative passenger experience related to product and service concepts, as well as fresh design thinking and environmentally friendly solutions. The vessel also features ‘Shopping world’, the world’s largest floating tax free shop.

Heineken GDF, together with Jordan Design Ltd, have developed this latest enhanced Beers of the World concept to provide shoppers with easy navigation and interaction onboard Viking Grace.

The display adds value to the shopping experience by creating an engaging in-store destination whilst also encouraging trial and purchase through interactive and educating elements. Using modular design for adaptability, therefore bringing great flexibility to product range and choice, the concept benefits from product and packaging variety, uses promotional mechanisms, customised shelf-fitting and provides direct communication to the shopper.

Another innovative aspect with convenience for shopper and customer, are the gravity shelves that ensure that the bottles are always in front and allow for easy grabbing of bottles or packs.

Passengers will be able to purchase ‘Beers of the World’ such as Krušovice, Sol, Newcastle Brown Ale, Desperados, Affligem and Murphy’s Irish Stout, as well as Heineken Can and Bottle Packs and the Heineken Draught Keg. Smaller pack types are also available for convenience. In addition, a tasting bar and the Heineken Tap Challenge are available, where passengers have the opportunity to pour a virtual Heineken.

Explaining the motivation behind the interactive innovation, Manager Global Duty Free 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 are developing to elevate our drinkers' experience and to create interest for the beer category as a whole.”