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Top: Sagatiba-trained bar staff manned the branded bar in World Duty Free’s Heathrow T4 liquor store. Above: Sagatiba Pura cachaça was featured at the bar |
BRAZIL. Brazilian premium cachaça brand Sagatiba has outsold all other brands at World Duty Free’s London Heathrow Terminal 4 liquor store throughout the month of September.
Sagatiba, which began a listing with World Duty Free only in June 2006, was invited to operate the high-profile bar promotion following the success of smaller tasting campaigns held at World Duty Free’s T3 and London Gatwick locations over the last three months.
The permanent bar at T4 is located inside the main duty free shop and featured Sagatiba Pura exclusively during September, exposing the brand to the 25,000-plus passengers who passed through the terminal each day.
Sagatiba-trained bar staff manned the fully branded bar area, serving a selection of three Sagatiba cocktails, including the classic Caipirinha, a strawberry Caipirinha and a Sagatiba Mojito. The tasting was supported with drinks recipe booklets and information on cachaça and how Sagatiba is made.
“To be told we are the best-selling spirit at T4 was such a great surprise,” enthused Sagatiba International Director Lucas Rodas. “We were always confident that it would be very popular following the success we have seen at the other World Duty Free locations. But for us to outsell the traditional, international and established brands is a great achievement.”
Speaking of the brand’s partnership with World Duty Free, Rodas added: “We are very proud to be working with World Duty Free and admire their innovative attitude towards retailing. The team has always shared our views on the importance of creating theatre and educating the consumer. We are offering them something different with Sagatiba and it is clear that the market appreciates it.”
This latest bar activity in Heathrow T4 followed a sampling programme in duty free outlets at Heathrow T3 at both Gatwick South and North terminals, where the reaction of both consumers and store staff is said to have been equally enthusiastic.
Over 1 million passengers pass through Gatwick’s terminals each month, and some 800,000 per month pass through Heathrow T3 and T4.
For details, contact Nick Gillett, Commercial Manager, Sagatiba UK, nick@sagatiba.com, tel: +44 208 551 4966, fax: +44 208 550 6312 Visit www.sagatiba.com
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