TÜRKIYE. Bacardi Global Travel Retail, Gebr. Heinemann and Unifree Duty Free have partnered to deliver a major campaign for the Bacardi whisky portfolio at Istanbul Airport. Its centrepiece is a pop-up Whisky Emporium concept which began in July and runs through to the end of September.
Alongside Dewar’s, featured brands include single malts Royal Brackla, Aberfeldy, Craigellachie and Glen Deveron.
Vapour infusion jars add a multi-sensory experience, enabling shoppers explore the distinct profiles of the whiskies before they buy. Digital screens invite further discovery and engagement with the heritage and provenance of the collection. Purchases of Aberfeldy and Royal Brackla can be wax dipped to create a gift or memento.
A highlight in the Emporium is the latest Dewar’s innovation, Double Agent 16 Year Old. The blend brings together a duo of casks, in Jerez sherry and Islay malt whisky, to create both sweet and smoky flavour profiles in one. The pairing amplifies the flavours of dried fruit, citrus, smoke and black pepper, balancing the two cask finishes to create one blend, said Bacardi.
To create the blend, selected malt whiskies and grain whiskies are aged separately in oak casks for a minimum of 16 years. Following maturation, the whiskies are blended together and aged once again in oak casks. On completion of the double aging process, the whisky is separated into two batches.
One batch is then finished in sweet Oloroso sherry casks and the other in smoky, peaty Islay casks. The final stage brings the two liquids together, to create two interpretations – one a deliciously sweet whisky with secret smoky notes, the other a smoky whisky with sweet notes.
Bacardi Global Travel Retail Regional Director, Europe Sam Pickard said: “Bacardi sees huge potential in this unique region that straddles Europe and Asia and so we are thrilled to launch this major travel retail campaign that’s packed with both whisky innovation and experiential innovation.
“Istanbul Airport is a stunning hub and a priority location for us to engage transfer passengers from all over the world with our award-winning portfolio. Whisky lovers with time between flights are enjoying the leisurely opportunity to explore the breadth of the Dewar’s range and our single malts within the pop-up. Integrating digital into the physical shopping experience is facilitating deeper shopper engagement and we can see its positive impact on how whisky lovers and collectors are shopping the range.”
Gebr. Heinemann Director Marketing Jens Peter Peuckert said: “Bacardi’s Whisky Emporium with its multi-sensory, digital features and, of course, select assortment has a huge appeal for shoppers. It enriches the traveller’s journey with a true element of surprise, emotion and entertainment, thus creating an unforgettable experience. This is exactly how we want to bring passenger engagement to life at our Heinemann locations.”
Gebr. Heinemann Director Purchasing LTC Ruediger Stelkens added: “Istanbul Airport is a magnificent shop window to the world, combining an exclusive environment with a high-quality offer for international passengers. Here, premium and exclusive whiskies are very much sought after. We are delighted to present this special campaign with our long-standing partner Bacardi.”
