Bacardi Global Travel Retail (GTR) has partnered with retailer Dufry to launch a Grey Goose pop-up bar inspired by the brand\u2019s French heritage at Melbourne International Airport\u2019s Terminal 2.<\/p>\n
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Set against a digital screen backdrop featuring the new Grey Goose above-the-line campaign, the activation features a geometric bar offering cocktails such as the Grey Goose Le Grand Fizz and Espresso Martini.<\/p>\n
The bar also features props to tell the story of Grey Goose and its French heritage with a classic pannier-style bicycle and the chance to play a game of p\u00e9tanque. Point of sale merchandise such as take-away bar top tip cards offer an insider\u2019s guide to Melbourne\u2019s cocktail scene.<\/p>\n
\u201cThe new generation store of Dufry in Melbourne is spectacular and the technology is state-of-the-art,\u201d said Vinay Golikeri, regional director, Asia Pacific & Middle East Africa, Bacardi GTR.<\/p>\n
\u201cWe\u2019re excited that Grey Goose is the first drinks brand to leverage the incredible brand visibility of the space and create a super-premium bar environment, maximising consumer engagement with the luxury positioning of Grey Goose. Working closely with our Australia domestic market colleagues, this Grey Goose campaign is a great example of engaging consumers with a compelling brand immersion that seamlessly connects them on their travels with the best experiences of Australia\u2019s cultural capital.\u201d<\/p>\n
Ken Tse, general manager Australia, Dufry Group adds: \u201cCreating a luxurious sense of place is an important element of our new Melbourne store and we especially wanted the bar to be an iconic and memorable final out-post for the city.<\/p>\n
\u201cHaving a category leading, ambitious global brand like Grey Goose as our launch partner is a fantastic and elegant pairing and one that our customers are responding to enthusiastically.\u201d<\/p>\n
Last week, Bacardi GTR teamed up with retailer Dufry for a four-month activation at San Juan\u2019s Luis Mu\u00f1oz Marin International Airport in Puerto Rico.<\/p>\n","protected":false},"excerpt":{"rendered":"
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