Bacardi Global Travel Retail has launched a high profile promotion to drive traveller engagement for Bombay Sapphire at Málaga Airport.
Launched in mid-April and running through the summer, the activation recreates the bar experience in-store, with expert bartenders offering a twist on the Bombay Sapphire Ultimate Gin & Tonic, using the best ingredients and a hint of imagination.
“Imagination has long been at the heart of the Bombay Sapphire story – from its artisan distillation process, the careful selection of the 10 exotic botanicals through to the inspired blue bottle that is recognised the world over,” the brand stated.
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The Bombay Sapphire activation recreates the bar experience in-store, with expert bartenders offering “the perfect serve, with a Spanish twist” |
The activation is strongly focussed around the shopper experience offered at the in-store feature bar, which amplifies the brand’s contemporary messaging, “˜Gin & Tonic Re-Imagined’. Travellers are offered personalised experiences of “the perfect serve, with a Spanish twist” in the specially designed Bombay Sapphire balloon glass – served over lots of ice, a twist of lemon and a cinnamon stick.
Travellers can learn how Bombay Sapphire has premiumised its signature serve to heighten the taste experience. For example, 95% of the flavour experience of the drink is contributed by the aromas – the balloon shape of the glass hugely enhances that experience.
Another simple but crucial element of the in-store bar experience is the specially-created Bombay Sapphire bar spoon, which is also available as a GWP with the purchase of Bombay Sapphire. The bar display includes a layout of the few essential ingredients and tools needed to make the cocktail, highlighting – with simple instructions from the bartender – how easily it can be recreated at home.
Bacardi Global Travel Retail Regional Director Europe Aude Rocourt commented: “The Ultimate Gin & Tonic is a simple but absolutely crucial element in the Bombay Sapphire activation, enabling travellers to experience the perfect serve and understand how to emulate that serve at home or on holiday. From its position as the category’s leading premium gin, Bombay Sapphire continues to further drive premiumisation, adding value for our retail customers and fantastic category experiences for consumers.”
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The specially-created Bombay Sapphire bar spoon is available as a GWP |
