Bacardi Global Travel Retail has announced the debut of its first ever ‘Fine Spirits Emporium’ which opened on 28 October within CDF Haikou International Duty Free Shopping Complex, understood to be the world’s largest duty free shopping complex (280,000 sqm).
With the growing popularity of home cocktail-making in China, the 20sqm Fine Spirits Emporium is the perfect one-stop shop for consumers to discover the range of premium quality spirits from Bacardi’s award-winning portfolio, helping them to easily curate their own personal home bar, with further inspiration in-store from regular cocktail demonstrations. With Hainan’s year-round destination appeal attracting holidaymakers in all seasons, the space will also feature regular campaigns to inspire shoppers with the most relevant ideas to help them celebrate the key moments that matter throughout the year.
Prominently located on the 4TH floor of the building, and with prime visibility from both inside and outside the CDF Duty Free store, the Bacardi Fine Spirits Emporium features dedicated discovery bar wallbays to showcase the breadth of the Bacardi category-leading portfolio including BACARDÍ® rum, GREY GOOSE® vodka, BOMBAY SAPPHIRE@ gin, PATRÓN® Tequila and other white spirits from the portfolio. Shoppers can easily access QR codes to open up the storied journeys of each brand on a WeChat mini program, with a scrolling library of easy to make cocktail recipes and masterclasses plus the chance to browse the gift services on offer in-store.
In addition to the Fine Spirits Emporium, there is also a feature window on the exterior of the main duty free store for ABERFELDLY® single malt whisky.
Commenting on this latest retail innovation, Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail said, “We are thrilled to have the exceptional opportunity to join with CDF in the stunning setting of New Harbour Mall for the global debut of Bacardi’s Fine Spirits Emporium. This premium location, dedicated to Bacardi, unlocks a whole new level of shopper engagement and discovery. It enables us to dial up innovation through digital and physical touchpoints, putting excitement, education and entertainment at the heart of how we lead them to explore and discover the versatility of our brands on a new platform with an evolving seasonal calendar of brand activations and personalized gift opportunities.”
