Bacardi Global Travel Retail and Grey Goose vodka have launched a 2019 Riviera Series travel retail exclusive gift tin.
The tin was created in collaboration with Parisian fashion label Maison Labiche, whose design was inspired by the theme of travel.
It depicts 13 cities: Paris, Rio De Janeiro, Singapore, Sydney, Hong Kong, Shanghai, Moscow, London, Istanbul, San Francisco, Berlin, New York, and Bangkok.
The limited-edition tin is available across global airport locations including Singapore Changi and Nice. Bacardi said it had been designed to appeal to two key shopper need states in travel retail, namely differentiation and gifting.
The gift tin houses the 2019 limited-edition Grey Goose Riviera Series bottle which features a wave design.
Phrases on the bottle are depicted in the Maison Labiche signature style embroidery font.
Bacardi Global Travel Retail recently launched a new global brand campaign for Grey Goose vodka called ‘Live Victoriously’. It said the campaign aims to “recognise that every moment – big and small – is an opportunity to create a lifelong memory”.
Grey Goose Global Chief Marketing Officer Lee Applbaum commented: “Live Victoriously is centred around the philosophy that you deserve better than ‘good enough’. You don’t need a special occasion to enjoy Grey Goose simply because it’s credited as a quality product – living victoriously is recognising that you are the special occasion.
“This summer, the collaboration between Grey Goose and Maison Labiche and the accompanying designs on our limited-edition bottle seek to remind us that every moment, no matter how ephemeral, is an opportunity to create a life-long memory.”
On how the campaign has been adapted to travel retail, Bacardi Global Travel Retail Marketing Director Julie Witherden said: “The shopper is central to everything we do in global travel retail and we want to help them create fantastic memories of their trip.
“When we heard about the importance of travel to the design team at Maison Labiche we knew this would be a great way for us to tailor the design of the Grey Goose Riviera Series global campaign to travellers.
“Throughout the summer, our focus is on fantastic cocktails, inspiring shoppers with just how easy it is to elevate any cocktail – at home or on holiday. Regardless of what kind of cocktail you prefer, there’s plenty of inspiration from the versatility of Grey Goose vodka – including Le Grand Fizz, Moscow Mule, Espresso Martini or a Bloody Mary.”
[The Live Victoriously campaign recognises that the consumer is the special occasion.]
