Bacardi Global Travel Retail has partnered with DFS to launch Grey Goose Cherry Noir into Asia, with the retailer premiering it exclusively at Singapore Changi Airport.
Brand executions have been rolled out across Terminals 1,2 and 3 at the hub, with bars and display units. Passengers can sample the new Grey Goose Cherry Noir cocktails and can also have their photograph taken using a tablet computer, which applies a red filter to the image picking out red tones and turning the rest of the picture black and white.
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Grey Goose Cherry Noir recently became the brand’s first new flavour in five years |
Bacardi Global Travel Retail Regional Director Asia Pacific Irving Wong said: “Grey Goose is an iconic spirit brand in travel retail so we wanted to ensure that the Asian premiere of Grey Goose Cherry Noir was something special.
“The level of craftsmanship behind Grey Goose Cherry Noir makes it all the more important that there are no compromises in the quality of a consumer’s first taste of the spirit. Through our partnership with DFS we have ensured that passengers can enjoy freshly prepared Grey Goose Cherry Noir cocktails expertly made at beautifully styled in-store bars.”
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The new flavour is being promoted across three terminals at Changi Airport |
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Grey Goose Cherry Noir is the first new flavour in five years from the brand. It is claimed to have an aroma of fresh cherries and sweet red fruits, with dark fruit flavours and layers of spice.
The vodka is made using French wheat and pure spring water from the Cognac region, blended with cherries including rare black cherries handpicked in French Basque country.
It was launched in October and, as reported, was initially exclusive to the US travel retail and local market.
“The launch of a new Grey Goose flavour is a rare event so we are particularly pleased to be partnering with Bacardi Global Travel Retail for the Asian premiere of Grey Goose Cherry Noir,” said DFS Merchandise Manager Jennifer Tokunaga.
“Changi is no stranger to luxury brand launches and we are delighted to be raising the bar in the quality of how our consumers experience Grey Goose Cherry Noir for the first time.”
Grey Goose Cherry Noir is available exclusively in Asia from now until the end of August at DFS stores at Singapore Changi airport.
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