‘Creating new shopper experiences’: Eraman and Bacardi Global Travel Retail open Bar Metropole at klia2

MALAYSIA. Eraman and Bacardi Global Travel Retail have partnered for the opening of Bar Metropole, a new whisky and cocktail bar, at klia2, the low-cost terminal that serves the Malaysian capital.

Crucially, the bar is located close to the entrance to the Eraman Duty Free store in airside departures, offering retailer and brand the opportunity to introduce travellers to Bacardi’s brands and then complete sales in the store.

“A vibrant, contemporary space”: Senior management from Eraman, Malaysia Airports and Bacardi Global Travel Retail mark the opening in time-honoured fashion.

Bar Metropole features the Dewar’s blended Scotch whisky range and single malts Aberfeldy, Aultmore, Craigellachie and Royal Brackla, as well as other brands from the Bacardi portfolio, among them Grey Goose, Bombay Sapphire and Bacardi. The bar is managed by Eraman, the retail division of Malaysia Airports.

Bar Metropole also offer cocktails, wine, beer and soft drinks including freshly brewed coffee and mocktails, plus a food menu. It is described as “a vibrant, contemporary space”.

Zulhikam Ahmad: “When [travellers] enter the store, the walk-way leads them through the spirits section and right to the Dewar’s shop-in-shop to pick up a bottle.”
Bacardi Vice President Digital Commerce and Global Travel Retail Mike Birch greets guests at the official opening of Bar Metropole.

Among the other features of the bar are glass dome vapour machines that transform the whisky range into liquid vapour for a “multi- sensory experience”. There’s also a bar game, Dewar’s double whisky pong, inspired by the American College game.

Eraman General Manager Zulhikam Ahmad said: “We are constantly evolving how we create exciting new shopper experiences at klia2 and this innovative bar is already very popular, adding a sophisticated drinking experience to your travels, wherever you’re heading.

“Travellers can’t miss Bar Metropole, located immediately in front of our duty free emporium. When they enter the store, the walk-way leads them through the spirits section and right to the Dewar’s shop-in-shop to pick up a bottle. It’s a great way to increase their engagement with our core spirits range and especially with the ever-popular Dewar’s range.”

Partnership spirit: Malaysia Airports, Eraman and Bacardi GTR teams salute the Bar Metropole opening.

Mike Birch and friends celebrate the landmark launch; below, Brand Ambassador Fraser Campbell underlines the significance of the opening to guests.

Bacardi Global Travel Retail Senior Commercial Director Vinay Golikeri said: “klia2 is an important location for Bacardi in the Malaysian market, and we are delighted to have partnered with Eraman, extending our well-established partnership to create something out of the ordinary.

“Thanks to the close proximity of Bar Metropole and the Eraman Duty Free International Departure Emporium, there’s an unparalleled opportunity for us both to engage with travellers in two high-profile locations on their journey through the airport, directly influencing their purchase decisions in-store and in the bar.”

Dewar’s Global Brand Ambassador Fraser Campbell was at klia2 today (19 February) for the launch, along with senior Eraman and Bacardi executives, as well as local media and whisky bloggers.

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