Bacardi welcomes Year of the Rooster with high-profile travel campaign

Bacardi Global Travel Retail is running a major Chinese New Year campaign at 11 airport and border crossing locations in six countries across the Asia Pacific region (see below).

In addition, to mark Chinese New Year, Bacardi Global Travel Retail is partnering with The Moodie Davitt Report as the industry’s leading news website turns red and gold for the coming days. (See the banner on our home page).

Whisky all over Asia: Bacardi’s shopper engagement campaign is taking place across 11 locations

The wider three-month campaign across Asia Pacific runs to March, and targets shoppers with gifting opportunities across Bacardi’s whisky and Cognac portfolio. Dewar’s portfolio of Dewar’s blends and its single malts Craigellachie, Aberfeldy, Royal Brackla, Glen Deveron, Aultimore and Baron Otard Cognac are a key focus of the activation.

Chinese New Year branded activations are now running at the following airport locations: Shanghai and Beijing with Sunrise Duty Free, Sydney with Heinemann, Brisbane and Perth with JR/Duty Free, Kuala Lumpur with Eraman and Heinemann, Seoul with Lotte and Shilla and Colombo with Flemingo.


Promotions are also taking place at Lo Wu and Lok Ma Chau railway stations with Anway and Zhuhai land border crossing with Cheer Signal.

Shoppers spending a certain amount (location specific) on Dewar’s whiskies and single malts are invited to try their luck in an Instant Win Lucky Dip by selecting a lucky red envelope to reveal their prize. Prizes range from travel size bottles of Bacardi spirits, travel accessories and top prizes of an Apple Watch or Apple iPhone 7 Gold 32GB (location specific).

Shanghai Airport (left) and Singapore Changi join in the Chinese New Year festivities

At DFS Singapore Changi Airport, Benedictine DOM is offered with a limited-edition ‘Good Luck’ gift tin. A number of tastings are also available to customers.

Bacardi Global Travel Retail Regional Director Asia Pacific, Middle East and Africa Vinay Golikeri commented: “We want to make the Chinese New Year period our biggest yet with this shopper engagement campaign across key airports and border crossings in the region.

“We are focusing on encouraging Chinese travellers to try our brands, especially with our premium whisky portfolio. The extended New Year period is a prime opportunity to engage and connect our brands with the surge in people travelling and to help build brand equity in the region.”

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