Bacardi Global Travel Retail (GTR) has unveiled an immersive Bombay Sapphire brand experience at Miami International Airport.
It celebrates the gin’s partnership with the UIM E1 World Championship, the world’s first all-electric raceboat series.
Running from 1-20 November, the activation coincided with the E1 season finale in Miami, staged at the Miami Seaplane Base on 7-8 November.
Located in the Miami International North Terminal Exhibit Space, the installation brings together elements of innovation, sustainability and craftsmanship shared by both Bombay Sapphire and E1, Bacardi Travel Retail said.
At the heart of the experience is a full-size Bombay Sapphire-liveried E1 RaceBird, offering a striking visual centrepiece and photo opportunity under the banner ‘The Official Gin Sponsor of E1 Series’.
Visitors are guided through the space by directional floor graphics and branded communication points.
Key highlights include an E1 race simulator zone, where travellers can test their skills and record lap times on a digital leaderboard.
There is also a brand-themed bar offering the Bombay Sapphire Sparkling Lemon. This is the E1’s official cocktail and the brand’s signature North American serve, blending Bombay Sapphire with Sanpellegrino Limonata.
Brand Ambassadors lead sampling sessions and offer branded gifts, while educational touchpoints encourage travellers to recreate the beverage at home.
The installation’s windows, columns and floors reflect Bombay Sapphire’s global Step Into The Blue campaign, launched in May.
Bombay Sapphire Global Brand VP Natasha Curtin said, “Both Bombay Sapphire and E1 are driven by a shared passion for innovation and craftsmanship.
“Together, we’re creating multisensorial moments – from the exhilaration of on-water action to the sparkle of a Bombay Sapphire Sparkling Lemon in hand.
“And with this first-of-its-kind airport activation, we wanted to bring the excitement of the Championship to life for an even broader audience.”
Bacardi Global Travel Retail Marketing Director Darragh Ryan commented, “This Miami activation is a fantastic opportunity for us to connect with travellers in an exciting and engaging way.
“The E1 race simulator and leaderboard go beyond entertainment; they’re an invitation into our brand world for consumers who seek interactivity and authentic, purpose-driven experiences.”
Bombay Sapphire also sponsors Team Brady, owned by NFL legend Tom Brady, and Team Drogba Global Africa, led by former international footballer Didier Drogba and entrepreneur Gabrielle Lemaire.
E1 Series Chief Partnerships Officer Peter De Vries said, “E1 and Bombay Sapphire are proud to bring the energy of electric racing to the US – engaging travellers arriving into Miami International Airport ahead of the E1 Miami GP through design, technology and taste which, together, reflects our shared commitment to innovation and creativity.” ✈
