The Cocktails of the World campaign ran across five DFS locations
Bacardi Global Travel Retail has hailed its “˜Cocktails of the World’ campaign, run at five key DFS locations and described as a “destination-focused shopper experience” aimed at lifting store penetration.
The campaign was created to express the character – through cocktail culture – of the cities linked with five featured airport gateways: Singapore, Los Angeles, Abu Dhabi, Auckland and Hong Kong.
The best of local cocktail culture was brought to life through signature cocktail serves from the Bacardi portfolio. These included, for Hong Kong, the Dragon Fruit Bacardi Mojito; Changi presented the Singapore Sling featuring Bombay Sapphire and Benedictine; Los Angeles showcased Grey Goose Le Fizz and in Auckland shoppers were invited to try 42 Below Falling Water with Feijoa.
The cocktail experience was supported by broader portfolio engagement, featuring gift boxes, recipe cards and gwps including the Grey Goose taste box to help shoppers to re-create the cocktails at home.
Each location used a prominent in-store position showcasing a branded premium Mix It Bar and a local cityscape design to capture shoppers’ attention. They could have their chosen drink made in front of them by a mixologist, with advice on how to re-create the serve.
Bacardi Global Travel Retail Asia Pacific Senior Customer Marketing Manager Rob Milton said: “This is a wonderful partnership opportunity we are especially proud to have created with DFS, enabling us to execute a multiple-sell opportunity to shoppers while featuring a hero cocktail serve to epitomise the local cocktail scene and its appeal to people leaving the city.
“Shoppers have responded enthusiastically, telling us how much the local flavour resonates with their desire to find and buy something new at the airport that they can take home and re-create for friends as an essential “˜travel ritual’. This is a key example of how Bacardi brands are driving category growth through differentiation, especially with consumers at the second stage of luxury, who are keen to bring home unique experiences from their travels.”
The promotion was described as a “destination-focused shopper experience” and was aimed at lifting store penetration across the five locations