SINGAPORE. French liqueur Bénédictine D.O.M has launched the highly anticipated limited edition bottle commemorating its 500th anniversary through DFS at Singapore Changi Airport.
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The limited edition sold +10-12% more bottles compared to the regular D.O.M on the first day of sales in Changi | |
The rollout coincides with the 50th anniversary of DFS, a longstanding partner of Bénédictine and Bacardi Global Travel Retail. Benedictine D.O.M is a member of the Bacardi portfolio of premium brands.
Launched on 1 June, the limited edition sold +10-12% more bottles compared to the regular Bénédictine D.O.M (retail price S$45/US$32) on the first day of sales, DFS revealed to The Moodie Report.
Changi is the first airport in the world to launch the new design, which will be exclusive to DFS for one month; Eraman Malaysia will unveil the bottle at Kuala Lumpur International Airport on 1 July.
The new bottle will be on sale for S$50 (US$35) in all three airport terminals in Changi through July. Consumers who purchase the limited edition bottle receive a 5cl Bénédictine D.O.M bottle; a special Bénédictine D.O.M commemorative bag will be offered as a gift to those who purchase two of the limited edition bottles.
Each terminal’s main DFS departure shop features a specially branded Bénédictine D.O.M Mix-It Bar, where an on-site bartender will prepare signature Bénédictine cocktails Big Ben, Be Pamplemousse, and Milk and Honey for consumers to sample. The “˜Sensory Experience Station’ in Terminal 1 invites consumers to discover the legacy of Bénédictine while learning about the 27 herbs and spices in its secret recipe.
“We are happy to celebrate the 500th anniversary of the Bénédictine recipe and the 50th anniversary of DFS in Singapore Changi Airport with multiple consumer-focused retail promotions. By working closely with DFS, we established a programme that will drive footfall and expose more consumers to the unique attributes of Bénédictine,” said Bacardi Global Travel Retail Director of Asia Pacific Aude Rocourt.
DFS Spirits Merchandise Manager Jennifer Tokunaga said: “We are honoured to have been chosen as the exclusive global retailer to launch the Bénédictine D.O.M limited edition bottle. It is a wonderful opportunity to take part in these two monumental events: celebrating the 50th anniversary of DFS and Bénédictine, which has existed more than five decades.”
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The DFS Mix-It Bar at Changi Airport Terminal 3 is flanked by video ribbons displaying Bénédictine ads |
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Sales promoters clad in specially designed Bénédictine uniforms draw attention to the shared anniversary celebrations | |
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Consumers who purchase the limited edition bottle receive a 5cl Bénédictine D.O.M bottle; a special Bénédictine D.O.M commemorative bag will be offered as a gift to those who purchase two of the limited edition bottles |
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The “˜Sensory Experience Station’ invites consumers to discover the 27 herbs and spices in the liqueur’s secret recipe |
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A pillar dedicated to Bénédictine D.O.M in the Terminal 1 Departures store, where the brand enjoys the highest sales |
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The promotion in Terminal 1 Arrivals shop enjoys strong visibility at the storefront, facing the immigration counters |
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The DFS Mix-It Bar at Terminal 2 is the biggest among the three Departures shops |
First unveiling at the TFWA Asia Pacific 2010
The limited edition bottle was first unveiled during the TFWA Asia Pacific in Singapore, where Bacardi Global Travel Retail hosted an exclusive dinner to celebrate Bénédictine’s 500th anniversary.
Key customers and media guests dined at Chijmes restaurant, a restored cathedral-turned-upscale-restaurant with a history and legacy that spans more than 150 years. In addition to the special dinner menu, guests were served signature Bénédictine cocktails freshly prepared by Brand Ambassador Ludovic Miazga, who travelled from the brand’s home in Northwest France especially for the occasion.
Guests got a first look at the fresh design, which was inspired by the antique Bénédictine bottles used more than 100 years ago. Its black cloak refers to both Bénédictine monks’ robes and the mystery that surrounds the recipe; the red capsule was chosen specially for Asian consumers.
Speaking to The Moodie Report, Rocourt underlined the brand’s intent to explore opportunities outside its two stronghold markets. “Bénédictine D.O.M is so important for us in Asia Pacific that we really want to take this 500th anniversary as a kick off to really relaunch the brand and to extend the brand outside of Malaysia and Singapore.”
Rocourt attributes Bénédictine’s success in Malaysia and Singapore to “historical reasons”: Bénédictine was first imported into Malaysia – one of the first export countries – in the 1900s. “Since then it has never lost its momentum in these two countries,” she said.
Singapore was chosen as the launch pad for three reasons, according to Rocourt. “As of today, Changi Airport is the bestselling unique location [outside Fécamp Abbey in Normandy, France, the home of Bénédictine which attracts 150,000 visitors per year] worldwide for Bénédictine D.O.M. Obviously, it has to be Singapore as a tribute to DFS; it is also to thank DFS for their long partnership. The third reason is the fact that DFS is celebrating its 50th anniversary and so DFS asked that we combine the celebrations to make it even grander and bigger.”
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(Left) The 500th anniversary dinner was held at Chijmes, a restored cathedral-turned-upscale-restaurant with a 150-year history; (Right) Brand Ambassador Ludovic Miazga prepares signature Bénédictine cocktails such as the Monk’s Sour | |
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The night’s festivities included performances such as a special show illustrating the origins of Bénédictine D.O.M |
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Bacardi Global Travel Retail invites retail partners DFS and Eraman on stage to unveil the limited edition bottle |
Plans for 2010
Aside from Bénédictine’s 500th anniversary, another highlight for Bacardi Global Travel Retail is the new-look packaging design for Dewar’s. The Scotch whisky brand previewed its new design at the TFWA show in Singapore, where it was unveiled for the first time, exclusively in travel retail.
Production of the new packaging began in early May at the Aberfeldy plant in Scotland, and two of first few bottles were personally hand-carried by Bacardi Global Travel Retail Managing Director Andrew Carter and Marketing Director Trent Russell to the show.
“We’re harmonising the look and the feel of each of the individual products in the Dewar’s portfolio: White Label, the Dewar’s 12yo, the Dewar’s 18yo, and the Signature,” Russell told The Moodie Report.
The new packaging, which features a swoosh motif, is inspired by Dewar’s hallmark double-ageing process. The additional step results in the “well-rounded, full-flavoured” taste of Dewar’s, said Russell, symbolised by the curvature of the newly designed letter “˜D’ in the brand name.
The new design will hit travel retail stores in August/September. “It’s been a work-in-progress for about 9-12 months, so it’s great to see it come to life,” he added.
Dewar’s has seen much success in the channel, particularly with its recent “˜Gold Rush’ promotion in the Middle East. “It’s been hugely successful, with something like tenfold growth,” Rocourt revealed. January/February 2010 saw the promotion roll out in Hong Kong International Airport, its first Asian location, where it saw +600% growth in two months. The promotion was later launched in Guangzhou Baiyun International Airport in May.
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Bacardi GTR Managing Director Andrew Carter, Dubai Duty Free Managing Director Colm McLoughlin and Bacardi GTR Regional Manager of Middle East-Africa-Greece Erwin van Outheusden officiating the Gold Rush raffle at Dubai Airport |
Bacardi Global Travel Retail also has big plans for its other key brands, namely Bacardi, Bombay Sapphire and Grey Goose.
The company aims to continue rolling out its flagship Bacardi brand all over Asia, both in domestic markets and in travel retail. The signature Bacardi Mojito cocktail will be used for tastings and samplings wherever possible, Rocourt told The Moodie Report.
Another key brand in Asia Pacific, especially in Australia and Singapore, is Bombay Sapphire. The signature Bombay Sapphire Collins cocktail was the focus of a promotion at the DFS Mix-It Bar in Changi Airport in April/May 2010. “The Bombay Sapphire Collins is about educating the consumer and teaching them how to make simple cocktails. The Collins is a signature cocktail for Bombay; we’ve done that in Australia, New Zealand and Singapore and we will roll it out wherever possible,” Rocourt said.
Grey Goose, hailed by Rocourt as “the gem in our range”, will retain its marketing pitch as “˜the world’s best tasting vodka’. Travel retail is key for this purpose: its role as a “shop window” goes a long way in educating and connecting with the consumer, she added. Its latest launch of Grey Goose La Poire at Changi Airport in December 2009 was the first in Asia and in travel retail. Since then, it has rolled out in Hong Kong in February and in Malaysia in May.
“Last year was a very difficult year for everybody but I am proud to say that, despite the hostile economic background, Asia Pacific has really been leading the growth last year.” Commenting on the figures for April 2010, Rocourt enthused: “We’ve never done such a good month ever in travel retail, which is very good news for my team.”
About Bénédictine D.O.M
The history of Bénédictine began in 1510 in the Abbey of Fécamp, in Normandy, France, when the Bénédictine monk Dom Bernardo Vincelli created a secret elixir that evolved into the blended liqueur it is known as today. For almost three centuries, the monks produced it until they were interrupted by the French Revolution. In 1863, Alexandre Le Grand, a merchant, discovered the lost recipe and attempted to recreate it. After many failed attempts, he successfully made the mysterious liqueur, which he named Bénédictine D.O.M, maintaining the motto of the Bénédictine monks: Deo Optimo Maximo (God infinitely good, infinitely great).
Today, a master herbalist produces the 500-year-old secret recipe, carefully blending over 27 herbs and spices into four separate mixtures. The four herbal mixtures are infused and double-distilled in copper stills – the same stills used at the time of Alexandre Le Grand. The four alcoholates, known as ‘Esprits’, produced from the mixtures are then aged separately in oak barrels for three months. Then, honey and infused saffron are added to the blend; afterward it is heated at 55 degrees Celsius. The final blend is then aged an additional four months, after which it is filtered.
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