CHINA. Bacardi Global Travel Retail believes its enhanced presence at the China International Consumer Product Expo (Hainan Expo) in April has accelerated the company’s already strong presence in China travel retail in general and Hainan offshore duty free in particular.
Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi commented: “We were delighted to return with a full team to the China International Consumer Product Expo and it was a fantastic chance to meet again, in person, with several of our retail customers based in China, including CDFG and Lagardère.
“This is also an extremely well-attended event where we can introduce more Chinese consumers to our rich portfolio in travel retail. We love how it enables us to get to know our consumers in person, discover what motivates them, providing valuable insight for our China growth strategy and ultimately, to help us unleash the potential of our portfolio.
“Our brown spirits are already performing extremely well with duty free operators in Hainan, with our flagship Dewar’s whisky a particular favourite, but we also see the potential for premium white spirits like Patrón Tequila, Grey Goose and Bombay Sapphire.”
Bacardi Global Travel Retail highlighted its range of limited-edition vintage spirits at the Hainan Expo, underlining its commitment to this fast-emerging travel retail channel.
High-spending Chinese luxury spirits consumers rank as a key target group for this vintage collection. The range includes Glen Deveron 40 Year Old, Aberfeldy 40 Year Old, Dewar’s Double Double 36 Year Old and Otard Cuvée III, one of the Cognac house’s rarest expressions.
The company also showcased its premium-plus brown spirits including Dewar’s, Aberfeldy, Aultmore, Glen Deveron, Craigellachie and Royal Brackla Scotch whiskies, Teeling Irish whiskey and Otard Cognac. It also cast the spotlight on its signature white spirits Grey Goose vodka, Bombay Sapphire gin, Patrón tequila, and Bacardi and Santa Teresa rums.
The company also installed one of the most immersive pop-ups at the event, drawing guests to explore its spirits portfolio.
Bacardi’s pop-up design was inspired by a traditional Scottish ‘Bothy,’ featuring a giant LED screen showing the daily routine of a working Scottish whisky distillery.
The multi-sensory pop-up invited guests to discover the rich, complex taste and aroma profiles of selected spirits with vaporisers, specially crafted cocktails and whisky-tasting events. ✈
