Bacardi shines a light on Baron Otard Cognac in World Duty Free store

The dramatic design of the Baron Otard tasting bar at the World Duty Free store in London Heathrow Terminal 5 was inspired by the Cognac’s ageing conditions
Bacardi-trained bartenders at London Heathrow Terminal 5’s tasting bar offer shoppers a hand-shaken Baron Otard cocktail

Bacardi is shining a spotlight on its luxury Cognac Baron Otard with the launch of the brand’s biggest ever travel retail showcase in the World Duty Free store at London Heathrow Airport.

Passengers visiting the Baron Otard bar in the store’s liquor area at Terminal 5 will be able to sample some of the Baron Otard Cognacs available to purchase in travel retail, including Baron Otard XO Gold Cognac.

Other Baron Otard Cognacs on display and available to purchase include Baron Otard VSOP, Baron Otard Extra 1795 and the top-of-the-range expression, Baron Otard Fortis et Fidelis, which takes centre stage in the World Duty Free store.

As well as serving Baron Otard neat, the Bacardi-trained bartenders are offering shoppers a hand-shaken cocktail, the Baron Sour, made with Baron Otard VSOP, freshly squeezed lemon juice and sugar cane, shaken and poured over ice.

“This is the first significant activation we have done with Baron Otard Cognac,” said World Duty Free Group UK Buying Manager for Liquor Nigel Sandals. “The focus in Heathrow T5, using the tasting bar and retail space available, showcases the taste of the Cognac and the range available in T5. The timing is perfect, as we can also leverage the Chinese New Year opportunities that exist in January and February.”

Commenting on the brand’s high-profile start to the New Year, Bacardi Global Travel Retail Regional Director Europe Aude Rocourt added: “2013 is a year of great opportunity for Baron Otard which is reflected in the scale of this magnificent showcase at Heathrow – but this is only the beginning.

“We are looking forward to a year full of exciting initiatives worthy of a spirit like Baron Otard. We will be building on the momentum behind the brand by continuing to raise its profile globally and giving discerning consumers the opportunity to taste the quality of this exceptional Cognac.”

Baron Otard has its origins in the historic Château de Cognac, the home of Baron Otard and a landmark in the heart of the small town of Cognac in southwest France. It is aged in the historic cellars of Château de Cognac where the thickness of the ancient walls and the proximity of the River Charente guarantee a constant temperature and humidity. The dramatic design of the Baron Otard Tasting Bar at the World Duty Free store was inspired by these ageing conditions.

The Baron Otard display showcases the taste of the Cognac and the range available in T5
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