 |
The DFS Mix-It Bar highlights the global premiere with strong Bénédictine branding |
Bacardi Global Travel Retail has teamed up with DFS Group at Singapore Changi Airport for the global travel retail debut of Bénédictine 1868 Gold Medal Limited Edition.
 |
Bénédictine 1868 Gold Medal Limited Edition with gold embellishments as luxury cues |
Bénédictine 1868 Gold Medal Limited Edition – commemorating the year that the French liqueur was awarded a Gold medal at the 1868 International Exhibition – is an original Dom Bernardo Vincelli recipe, blended with Cognac and enriched with angelica root. Designed for the gifting category, its packaging showcases the Bénédictine bottle with gold embellishments printed directly on to the glass, a gold seal and gold foiling featuring the blend’s 27 herbs and spices.
Underlining the popularity of Bénédictine in Singapore and Malaysia and its ranking as Changi’s top selling liqueur, Bacardi chose the Chinese New Year period to release this new travel retail exclusive.
“Chinese New Year is a vital retail opportunity at Singapore Changi, especially for gifting,” Bacardi Global Travel Retail Regional Director Asia-Pacific and MEA Irving Holmes explained. “As part of Bacardi’s commitment to category innovation and differentiation, a unique and special presentation of Bénédictine has been created. We use our insight into gifting to create tremendous uplifts in conversion by truly engaging shoppers with our portfolio of brands at point of purchase, intriguing them in new ways they want to replicate at home.
“In the case of Bénédictine 1868, sales success comes from giving them a stand-out personal experience with this fantastic liqueur – whether they are discovering its versatility for the first time or seeking it out as a new limited edition of their personal favourite,” he added.
As part of the launch activation, brand ambassadors are offering traditional red envelopes (hongbao) – a symbol of New Year good fortune – secured with a Bénédictine wax seal, with a message inviting travellers to sample Bénédictine at the bar.
With a focus on encouraging younger consumers of legal drinking age to try Bénédictine for the first time, the menu features new contemporary pairings such as The Benediction, a blend of Bénédictine DOM and Martini Alta Langa, a dry sparkling white wine; or Bénédictine DOM with rose tea. Other options include Bénédictine B&B or Bénédictine 1868, neat over ice or with lemon zest or wedge. The classic Singapore Sling is also available, on request.
Bacardi has developed, in partnership with DFS, an interactive digital media experience for Bénédictine that is running across all terminals at Changi, including the travel retailer’s innovative new Cloud Bar at Terminal 1.
The experiential Cloud Bar features a digital touch table where travellers can engage with the brand through a combination of digital content and physical objects, learning about its heritage, flavour and signature serves. A multi-sensory display includes display jars of Bénédictine’s key botanicals and details of the brand history.
The launch also includes a range of promotional offers, including a complimentary Bénédictine branded tote bag for purchases over S$60 (US$44). Bénédictine 1868 Gold Medal Limited Edition retails at S$95 (US$70) per bottle; Martini Alta Langa Limited Edition retails at S$45.90 (US$33.60) per bottle.
 |
 |
The sampling programme is supported by a varied drinks menu including The Benediction, Bénédictine DOM with rose tea, as well as Bénédictine B&B, neat over ice or with lemon zest |
