Bacardi Global Travel Retail has teamed up with Gebr Heinemann for the high-profile European launch of the new Bombay Sapphire East at Frankfurt Airport.
Bombay Sapphire East is the first new London dry gin to join the Bombay stable since the launch of Bombay Sapphire 25 years ago. Paying homage to the flavours of Asia, Bombay Sapphire East is infused with Thai lemongrass and Vietnamese black peppercorn.
The prominent in-store display at Frankfurt Airport brings the launch to life by taking its inspiration from the energy and excitement of Asian spice markets. They include a spice cart showcasing the botanical ingredients used to create the new gin and a sampling bar where travellers can taste two Bombay Sapphire East cocktails – the East & Tonic and the East Buck.
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The in-store display includes a spice cart showcasing the botanical ingredients used to create the new gin and a sampling bar featuring two Bombay Sapphire East cocktails |
Initially launched exclusively in New York, Las Vegas, Toronto and Sydney, Bombay Sapphire East has received a strong response from the trade and consumers, according to Bacardi. It has also won Gold Medals in the 2012 San Francisco World Spirits Competition and the 2012 International Spirits Challenge.
Commenting on the Frankfurt launch, Gebr Heinemann Head of Purchasing LTC Rüdiger Stelkens said: “We are delighted to be one of the first to introduce Bombay Sapphire East to European travellers. The store is always busy at this time of year but through our partnership with Bacardi we are confident that this imaginative new promotion for Bombay Sapphire East will drive numbers even higher.”
Bacardi Global Travel Retail Regional Manager René Machon added: “As the number one gin in global travel retail, Bombay Sapphire has proven its strong appeal with travellers, so we are particularly pleased to be launching a new Bombay gin at this very exciting time for the brand.”
Infused with new botanicals
Based on a secret 1761 recipe, Bombay Sapphire gin is made from ten botanicals hand selected from around the world.
To create a new gin with a subtly exotic taste, the Bombay Sapphire Master of Botanicals Ivano Tonutti has added two new botanicals to the recipe – lemongrass from Thailand to give the spirit a crispness and sweet citrus aroma, and black peppercorns from Vietnam for their spicy heat.
Bombay Sapphire East – like its predecessors Bombay Sapphire and Bombay Original Dry gin – was created using “˜vapour infusion’. The latter was said to be the first London dry gin to pioneer this process, which naturally infuses the spirit with the aromatic flavours of the botanicals.
The taste blends high notes of lemongrass and freshly ground black pepper, with Tuscan juniper being followed by lingering floral notes. On the palate, warm black pepper and fresh citrus notes are complemented by hints of coriander, angelica and orris. The fusion of citrus oils and warming white pepper complete the taste.
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Bombay Sapphire East pays homage to the subtle yet exotic flavours of Asia with an infusion of crisp Thai lemongrass and spicy Vietnamese black peppercorn |
