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Absolut is reintroducing its Bling-Bling gift pack to commemorate the 50th anniversary of DFS |
INTERNATIONAL. Leading vodka brand Absolut is reintroducing its Bling-Bling gift pack to celebrate the 50th anniversary of travel retail group DFS.
The DFS journey began in 1960, when American entrepreneurs Charles Feeney and Robert Miller opened their first outlet at Hong Kong Kai Tak Airport. Under the theme The Journey Continues, DFS will commemorate its 50th anniversary with a series of gala events, limited-edition merchandise and exclusive in-store presentations.
Commenting on its partnership with the duty free operator, Absolut said: “For Absolut, DFS has always been a most honoured partner in the global travel retail market. Together, we have implemented an unprecedented string of unique and groundbreaking cutting-edge initiatives through the years.
“To celebrate this long, rewarding partnership, and to honour DFS’s 50th anniversary, we have once again joined together in a unique venture. For DFS’s 50th anniversary, we have brought back the popular Absolut Bling-Bling gift pack with a brand new, powerful and attractive vibe from the 60s, that golden era of cocktails.”
The celebratory limited edition gift pack will be available exclusively in DFS shops in Singapore, Auckland, Abu Dhabi, Mumbai, San Francisco, New York JFK and Los Angeles in August 2010.
“Our partnership with DFS has always been crucial to our success in the Asia Pacific market,” said Pernod Ricard Asia Duty Free Marketing Director Winnie Wan. “You may see this venture as our own very special gift to our cherished long-time partner DFS, and most certainly to our consumers.”
As part of the campaign, a DFS 50th anniversary signature cocktail has been created by award-winning bartender Andres Basile Leon, named The Golden Dazzler, based on Absolut vodka and Mumm Champagne.
“For us at Absolut, it is, of course, a great honour to present this unique initiative as a tribute to our long, successful partnership with DFS,” said Absolut Company Global Travel Retai Director Anders Olsson.
“DFS is a unique partner in their global nature, their spirit of innovation, and their total devotion to focusing on truly premium brands. We so look forward to all the great achievements the next 50 years of our partnership will bring.”
The DFS 50th anniversary celebration and the limited-edition Absolut Bling-Bling campaign is being implemented worldwide by Pernod Ricard Travel Retail.
DFS 50th anniversary signature cocktail:
The Golden Dazzler
1.5 parts Absolut vodka
1 gold-covered sugar cube
2 parts lychee syrup
1 part lime juice
Top up with Mumm Champagne
Mix Absolut vodka with lychee syrup and lime juice over a golden sugar cube in a Champagne glass and gently top with Mumm Champagne.
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