Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
UK. Today’s choice of images comes courtesy of Bacardi Global Travel Retail, which is celebrating the European channel debut of Patrón El Alto at Heathrow Airport in partnership with World Duty Free.
The launch is supported by a multi-sensory Experiencia Patrón pop-up, showcasing the brand’s latest innovation in Terminal 5. Patrón is the leading super-premium tequila in the channel, with a 48% market share in the category (IWSR 2023).
The activation, which kicked off last month and runs until January, leverages Heathrow Airport’s status as the busiest European hub and reinforces Bacardi Global Travel Retail’s commitment to driving growth in the category.
The 360-degree campaign features phygital elements, immersing travellers at every stage of their journey.
Strategically positioned on the T5 concourse, the pop-up’s striking piña-inspired design attracts high foot traffic.
The brand experience includes digital touchpoints showcasing Patrón’s heritage, complemented by tastings from mixologists, underscoring the drink company’s dedication to maximising the conversion potential of sampling.
The tastings feature the brand’s core and prestige tequilas, with the menu offering classic Patrón serves such as Margarita, Paloma and Añejo neat.
The campaign also features the brand’s latest personalised digital tool, ‘Find Your Perfect Tequila’. By answering six questions on an in-store iPad, consumers can quickly assess their flavour preferences and drinking occasions, guiding them to their ideal Patrón match with cocktail recipe suggestions.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said: “We are delighted to showcase the Experiencia Patrón pop-up, designed as an engaging, entertaining and educational fusion of digital and physical interactions.
“This 360 campaign encapsulates the commitment of Patrón to drive category growth with new benchmarks in both premium+ products and in shopper engagement. Paired with the GTR European launch of Patrón El Alto, our latest prestige innovation, this activation epitomises how Patrón brings excitement and growth to the tequila category.”
Bacardi Global Travel Retail Regional Director Charlotte Rann added: “We are thrilled to partner with World Duty Free at Heathrow Airport. The tequila category in travel retail is tremendously exciting right now and we believe there is significant growth potential that can be unlocked by the Patrón portfolio and instore experiences, combining quality, excitement and originality.” ✈
