ASIA. Bacardi Travel Retail Asia Pacific has extended the Dewar’s Gold Rush promotion to mainland China and Malaysia, following its success in Hong Kong in January.
During the first week of May, the interactive programme launched with two duty free retailers in
Kuala Lumpur International Airport: Eraman Duty Free in the main terminals and low-cost terminals for both Arrivals and Departures, and DFZ Duty Free in Arrivals. The programme remained in stores throughout June.
On 4 May, the promotion launched with China Duty Free Group at Guangzhou Airport, the third largest international airport in China. The promotion experienced a +400% sales uplift in May alone and has been extended into August.
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Consumers received a scratch-off card for the chance to win four prizes when they purchased products from the award-winning Dewar’s Scotch whisky portfolio: 12yo, 18yo and Signature.
The grand prize winner will receive a Year of the Tiger gold bar worth US$2,000. Second-prize winners receive Year of the Tiger gold coins, with a combined value of US$5,100. Other prizes include a Gold Rush USB flash stick and giant chocolate gold coins. All prizes are immediately redeemable at the store.
“Successfully extending Dewar’s Gold Rush to China and Malaysia, two key growth markets, speaks to the brand’s ability to connect with the Asian consumer in a very saturated Scotch arena and drive sales for our retail partners,” said Bacardi Travel Retail Asia Pacific Regional Director Aude Rocourt.
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