Duty Zero by cdf strikes the right notes to celebrate fifth anniversary

HONG KONG, CHINA. Duty Zero by cdf, the wines, spirits, tobacco and gourmet food retailer at Hong Kong International Airport, is celebrating its fifth anniversary with an innovative campaign themed Barley & Beats.

The Hong Kong International Airport (HKIA) flagship store and the retailer’s downtown stores are showcasing more than 50 rare spirits and wines from all over the world. These include Brora Triptych single malt Scotch whisky (just 300 bottles worldwide) and the so-called ‘King of Japanese whisky’ Yamazaki 55 Years Old, valued at more than HK$6 million (US$770,000).

And the ‘Beats’ reference? Simple. Duty Zero by cdf has set up an interactive music zone airside at HKIA to “break the boundaries” of wine & spirits tasting. The electronic drums, inspired by wooden wine barrels, are used to interpret the sensory journey of Duty Zero by cdf’s Meta-Sensations.

Duty Zero by cdf said the campaign is in keeping with its mission to constantly innovate for the betterment of the tavel reail industry. It hopes the new interactive zone, fine wine tasting events, promotions and member services will help revitalise the travel retail sector and contribute towards the full recovery of Hong Kong, hit hard for so long by the pandemic.

Taking Meta-Sensations as its brand concept, Duty Zero by cdf provides customers with a multi-sensory experience of sight, hearing and touch through the Barley & Beats celebration.

From now until 5 January, passengers can enjoy a cool drumming experience and a limited wine tour in Terminal 1’s East Hall South on Level 6.

Departing passengers can answer an ‘alcoholic personality’ psychological test, and Duty Zero by cdf will analyse and recommend the wines and spirits most suitable for the individual consumer’s life attitude.

Shoppers will receive three Duty Zero by cdf coupons, which can be used at the airport or online stores  with a (HK$100/US$12.85) deduction upon spending  HK$1,000/US$128.50) or at any of the retailer’s downtown locations (the new Central Ice House Street or Russell Street concept store in Causeway Bay and the Tung Chung shop – all HK$120/US$15.40).

Ten light boxes display extremely rare spirits, including Yamazaki 55 Years Old, which was recently sold at an auction price of HK$6.2 million (US$797,000); the Louis XIII Time Collection: City of Lights – 1900; Glenfiddich 50 Year Old single malt Scotch whisky; as well as rare items from renowned distilleries Brora and Port Ellen.

Duty Zero by cdf has also published a ‘5th Anniversary Rare and Exquisite’ e-booklet, which features a collection of international fine spirits for customers to browse (https://5years.dutyzero.com.hk)

Drumming up customer

As a central part of the campaign, Duty Zero has installed electronic drums made of wooden barrels designed to showcase terroir characteristics. The concept uses music to stimulate consumers’ taste buds, linking sound with fine wines and spirits.

Travellers can beat the electronic drums according to the music they choose. The ten light boxes displaying the rare liquors then synchronise with the music.

“Travellers can show their music talents and bring a joyful, festive atmosphere and vitality to Hong Kong Airport,” Duty Zero by cdf said.

Specialist in-store sommelier wine tasting advice 

As reported, Duty Zero by cdf opened two Hong Kong concept stores on Ice House Street in Central and Russell Street in Causeway Bay in October, linking its existing duty free business with a duty paid format.

Passengers can order duty free products in the city and pick up the goods at the time of entry and exit into or from Hong Kong.

Sommeliers are stationed in the two concept stores to provide wine lovers with suggestions on Chinese wine, red and white wine, sake, and fine Cognac and whiskies.