CHINA (HAINAN). Bacardi Global Travel Retail unveiled its first-ever ‘Fine Spirits Emporium’ on 28 October, inauguration day for cdf Haikou International Duty Free Shopping Complex in Hainan province.
As reported, the extraordinary project features the world’s largest single duty free shopping space (280,000sq m).
Driven by the growing popularity of home cocktail-making in China, the 20sq m Fine Spirits Emporium is designed to be the perfect one-stop shop for consumers to discover the range of premium quality spirits from Bacardi’s portfolio.
Click above for a video snippet of the bartender serving signature cocktails, Bacardi Piña Colada and Patrón Margarita, during the Grand Opening.
The format is designed to help consumers easily curate their own personal home bar, and gain further inspiration from regular cocktail demonstrations in-store.
With Hainan’s year-round destination appeal attracting holidaymakers in all seasons, the space will feature regular campaigns to inspire shoppers with the most relevant ideas to help them celebrate key moments throughout the year.
The Bacardi Fine Spirits Emporium is prominently located on the fourth floor of the building, enjoying prime visibility from both inside and outside the CDFG store.
It features dedicated discovery bar wallbays to showcase the breadth of the Bacardi category-leading portfolio including Bacardi, Grey Goose, Bombay Sapphire, Patrón and other white spirits.
Shoppers can easily access QR codes to open up the storied journeys of each brand on a WeChat mini program. This features a scrolling library of easy to make cocktail recipes and masterclasses plus the chance to browse the gift services on offer in-store.
In addition to the Fine Spirits Emporium, a feature window on the exterior of the main duty free store features Aberfeldy single malt whisky.
Commenting on this latest retail innovation, Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi said, “We are thrilled to have the exceptional opportunity to join with China Duty Free Group in the stunning setting of cdf Haikou International Duty Free Shopping Complex for the global debut of Bacardi’s Fine Spirits Emporium.
“This premium location, dedicated to Bacardi, unlocks a whole new level of shopper engagement and discovery. It enables us to dial up innovation through digital and physical touchpoints, putting excitement, education and entertainment at the heart of how we lead them to explore and discover the versatility of our brands on a new platform with an evolving seasonal calendar of brand activations and personalised gift opportunities.”
The opening of the cdf Haikou Duty Free Shopping Complex was graced by senior Hainan government and Party Committee officials and senior executives from China Tourism Group, including Feng Fei, Governor of Hainan Province; Mao Wanchun, Chairman of the Hainan Provincial Political Consultative Conference; Shen Danyang, Member of the Standing Committee of the Hainan Provincial Party Committee and Executive Vice Governor; and Luo Zengbin, Member of the Standing Committee of the Hainan Provincial Party Committee and Secretary of the Haikou Municipal Party Committee.
They were joined by Ni Qiang, Vice Governor of Hainan Province; Fu Xuanchao, Secretary-General of the Hainan Provincial Government; Chen Yin, Secretary of the Party Committee, Chairman of China Tourism Group; Wang Haimin, General Manager of China Tourism Group; Li Gang, Deputy General Manager of China Tourism Group; and Chen Guoqiang (Charles Chen), President of CDFG.
Footnote: The Bacardi Global Travel Retail Fine Spirits Emporium will feature in a dedicated eZine from The Moodie Davitt Report later this month, titled ‘A New Wonder of the Travel Retail World’. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
