Stately home: The activation has so far attracted “considerable attention and purchase” from Korean and Chinese shoppers, according to Bacardi |
Bacardi Global Travel Retail and The Shilla Duty Free Seoul have partnered for a three-month activation at Incheon International Airport celebrating the launch of Royal Brackla in Korea.
It is the drinks company’s first major whisky activation in Korean travel retail. It runs until the end of May and features the Royal Brackla single malt whisky 12yo, 16yo and 21yo expressions.
The activation is located in a front of store position and opens on to adjacent passenger walkways.
Brand ambassadors are on hand to impart knowledge and offer tutored tastings. A royal serve ritual presents the liquid in a traditional silver Quaich, intended to exemplify the expression that ‘Kings drink out of a Quaich, not a glass’. Drops of water are added from a crystal decanter.
Branded light boxes also feature in the activation while video is used to tell the brand’s story.
Bacardi Global Travel Retail Regional Director Asia-Pacific Vinay Golikeri said: “Korea is an important market for us and the quality of this store is a stunning backdrop for this, our most regal of single malts, which is being so well received by Korean and Chinese shoppers at Incheon.
“We know from our research that these shoppers, who are at the second stage of luxury, are highly motivated by their personal discovery of aged single malts with authentic brand intrinsics and heritage. These attributes are key purchase triggers.
“Through our aged whisky portfolio, we are committed to playing a lead role in unlocking the US$40 million incremental opportunity that exists in global travel retail whisky.”
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Putting on a show: Tastings, branded light boxes and videos are key features | |
