CHINA. Bacardi Global Travel Retail is hailing the positive response to its participation in the second China International Consumer Products Expo (Hainan Expo), which ran from 26-30 July.
The company spotlighted its portfolio of white spirits and whisky brands – with its presentation including a spectacular evening drone display, featuring Dewar’s and Aberfeldy.
A strong whisky focus featured the latest Dewar’s line-up, including Dewar’s Double Double 36 Year Old, the latest prestige-plus addition to the series.
Finished in a rich Madeira cask, the expression is described as an “exceptional, blended malt whisky”, created using the ‘quadruple ageing’ process pioneered by Dewar’s Master Blender Stephanie MacLeod.
Tapping into the passion for age statements amongst single malt lovers in China, a dedicated zone introduced Expo visitors to Aberfeldy, Royal Brackla, Aultmore, Glen Deveron, Craigellachie Scotch and Teeling Irish whiskey.
Visitors were encouraged to browse, nose, taste and discover drams from the Bacardi collection, enjoying the experience of the vaporisers and whisky tasting in the central Bothy Bar area on the stand.
Guests included one of China’s most significant whisky influencers, Ken Liu Yang, who was on-stand on 28 July.
Bacardi also featured its premium white spirits including Patron Tequila, Bacardi, Grey Goose and Bombay Sapphire. QR codes enabled further engagement with the collection.
Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi said: “As Bacardi builds its duty free business in China, the five-day show is an important opportunity for us to meet strategic retail partners and to maximise consumer engagement with our brands.
“The sense of excitement in the crowd was tangible and we welcomed thousands of enthusiastic visitors to our stand. It was exciting for our team to witness the positive response to our award-winning whiskies, white spirits and Cognac.”
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.