Bacardi Global Travel Retail and Aer Rianta International (ARI) have partnered at Auckland Airport in a major footfall driving shopper experience incorporating three category-leading brands: BOMBAY SAPPHIRE, the leading premium gin in Travel Retail, GREY GOOSE super premium vodka, and the John Dewar & Sons Fine Whisky Emporium featuring DEWAR’S, the world’s most awarded blended Scotch whisky portfolio.
This is a major category initiative with enormous appeal to white spirits and whisky lovers alike and the success of the two-month campaign, which runs until early February, is led by brand leaders from Bacardi Global Travel Retail’s portfolio.
The prominent position is also key, located immediately facing passengers as they clear security and enter the departures lounge. Impactful branding and sampling activity led by brand ambassadors at the front of The Loop Duty Free, ARI’s store, are proving to be a strong call to action, attracting noticeable increases in footfall. The promotion continues in-store in the spirits area completing the visibility of the campaign and enabling further opportunities to purchase.
This is the first time that ARI has featured a multi-brand promotion like this as Tom Byrne General Manager, ARI Auckland explains: “We are delighted with the BOMBAY SAPPHIRE and DEWAR’S activation at The Loop Duty Free. The brands and their following in New Zealand speak for themselves and this bright, eye-catching activation at the front of our shop engages passengers even before they clear security. Being able to sample the products further enforces the ‘want to buy’ and enhances the overall experience for the passenger. It is a great example of partnership between ARI Auckland and Bacardi Travel Retail showing a real commitment to putting the customer at the centre of everything we do.”
Irving Holmes Wong, Regional Director, Asia Pacific and MEA, Bacardi Global Travel Retail adds: “Only Bacardi has the category leading brands to deliver a luxury activation of this scale and it’s amazing to see how positioning three of our star performing brands of GREY GOOSE, BOMBAY SAPPHIRE and DEWAR’S like this is delivering such positive shopper interaction as a result of the broadened shopper appeal. This is a fantastic example of the sum of the whole being greater than the parts and we are delighted with ARI for sharing our vision and joint business planning in ways that unlock incremental growth for us all. Together we are offering shoppers at Auckland Airport a genuinely exciting shopping experience with premiumised and differentiated products. This activation is certainly inspiring strong conversion.”
The Emporium features a range of age statements from the DEWAR’S range and the Bacardi collection of single malts. Against a backdrop of digital screens showing film footage of DEWAR’S, trained brand ambassadors tutor shoppers through a range of tastings from a whisky stave presented on DEWAR’S barrels.
Gin shoppers are treated to tastings across the entire BOMBAY gin portfolio led by the recently introduced super-premium STAR OF BOMBAY. Bacardi Global Travel Retail has a strong ambition for BOMBAY SAPPHIRE – the gin category leader in Travel Retail – to drive category premiumisation as demonstrated through the beautiful BOMBAY SAPPHIRE merchandising, combined with perfect serve executions – including the BOMBAY SAPPHIRE Ultimate Gin and Tonic.
STAR OF BOMBAY is elegantly presented in a rocks glass over ice with a twist of orange and equal parts STAR OF BOMBAY to Fever Tree TM Indian Tonic Water, delivering an incredibly intense flavour experience which heroes the smooth and rich liquid.
Design cues in the bar play to the signature blue vibrancy of the BOMBAY gin portfolio with graphics depicting the key botanicals from the ends of the earth.
GREY GOOSE completes the offer with the full brand portfolio available on shelf in the spirits department supported by sampling of key serves.
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