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Revelation revealed: The JFK T4 launch is celebrated by (left to right) DFS North America Director Talent Management Clara Greene, The Smile Train’s Michelle Sineski, Bacardi USA Vice President Travel Marketing José Chao, JFKIAT Chief Commercial Officer Janice Holden and Baccarat North America VP of Merchandising and Marketing Brent McDaneld |
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Bacardi’s Jose Chao on Bombay Sapphire Revelation, a unique brand launch Click the Podcast icon to listen To download: right click on the Podcast icon and select ‘Save Target As’ option Click here for more information, instructions and previous Podcasts |
US. The extraordinary worldwide launch of the ultra-luxury gin Bombay Sapphire Revelation continued in terrific style today through DFS Group at New York JFK International Airport Terminal Four.
Only five decanters, each priced US$200,000, are being sold – at New York JFK, Singapore Changi (also through DFS), London Heathrow T5 (World Duty Free), Dubai International (Dubai Duty Free) and Sydney (The Nuance Group) airports respectively. The project is a collaboration between Bombay Sapphire, Garrard jewellers, Baccarat crystal makers and designer Karim Rashid.
A significant part of the proceeds from this unique project, driven by Bombay Sapphire owner Bacardi Global Brands, will go to The Smile Train, the world’s leading children’s cleft charity that has been widely embraced by the travel retail industry over the past year.
The Moodie Report is on hand at each location to document a launch that is unprecedented in the industry.
Speaking at today’s event in New York, Bacardi USA Vice President Travel Marketing José Chao said: “This a very, very special day and a very, very special launch. These are five one-of-a-kind- sculptures being unveiled almost simultaneously around the world.
“We’re very proud to be associated with the world’s greatest designers and companies of the heritage of Garrard and Baccarat. Their touch helps us differentiate the brand, which is a huge part of our role as brand builders. We also wouldn’t have been able to do it without the input of the airports that are hosting these launches, and in particular our retail partners, in this case DFS Group, who we can’t thank enough.”
DFS North America Director Talent Management Clara Greene said: “This launch fits very well with our strategy of offering luxury merchandise to our customers, and we look forward to hopefully selling the first bottle of Revelation worldwide. This also builds on our long relationship with JFK Airport and with the Bombay Sapphire brand.”
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A proud day: (Clockwise from top left) José Chao praises the role of Bacardi Global Brands’ partners in launching Bombay Sapphire Revelation; DFS Group’s Clara Greene emphasises the retailer’s luxury approach; Bombay Sapphire Revelation, the US$200,000 a bottle luxury decanter; José Chao, Clara Greene and Brent McDenald at JFK T4 today | |
JFKIAT Chief Commercial Officer Janice Holden added: “At T4 we have a culture of continuous improvement and a commitment to creativity and to excellence. We are delighted to be among five airports worldwide chosen to host the launch of Revelation. We hope it will deliver all the glitter and the glory that Bombay Sapphire deserves and that it reaps the proceeds that the Smile Train children deserve.”
She said: “DFS is a great partner and we enjoy a great fondness and respect for each other. That applies to Bacardi too. Personally I can’t thank José enough for his creativity in bringing yet another great brand to T4. As a company Bacardi is second to none in their innovative approach to cutting edge design. Revelation will become a real attraction to our airport over the coming weeks.”
The Smile Train representative Michelle Sineski compared the skills of the designers and crystal makers with those of the surgeons who operate on children with cleft lips and palates.
“It takes great skill from the surgeons to make this miraculous difference to the lives of cleft-affected children and their families, just like the crystal manufacturers’ skill treats those precious pieces of crystal. Thanks to all who are involved in this project – you are helping to change the world one smile at a time.”
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(Clockwise from top left) Michelle Sineski explains the value of sale proceeds to The Smile Train children; revealing the intricate craft that went into the design; DFS General Manager Kenneth Howe with Revelation; Janice Holden and José Chao celebrate the partnership of airport, retailer and brand owner | |
Baccarat North America Vice President of Merchandising and Marketing Brent McDaneld spoke of his excitement at being part of the project, and reflected on the great design heritage of the partners involved in the launch of Revelation.
Following the event José Chao said: “This has been a fabulous day. It’s not too often you get the chance to launch a product across such a worldwide network. And to see the partners coming together in this way is very exciting for us; they have created magic with this launch, and through this kind of activity our consumers will see us continue to deliver on the strong heritage and brand values of Bombay Sapphire.”
Chao also revealed that there is already interest in Revelation in the US. “We have a potential customer in Chicago who has asked about the possibility of buying not one but two bottles of Revelation. We’ll follow that up and see what happens.”
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JFKIAT and DFS Group have allocated strong space in the terminal and duty free store to this unprecedented launch | |
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DFS Group launches Bombay Sapphire Revelation at New York JFK Click the Podcast icon to listen To download: right click on the Podcast icon and select ‘Save Target As’ option Click here for more information, instructions and previous Podcasts |
Features of the ‘New York JFK T4 Revelation’ include:
– A central sapphire (3.62ct)
– Set in white gold mount for Baccarat crystal bottle
– Central sapphire set in white gold
– Surrounded by ten baguette diamonds (total weight 0.99ct)
– 35 brilliant cut diamonds tot weight 0.54ct
NEXT STOP: DUBAI DUTY FREE, DUBAI INTERNATIONAL AIRPORT, 30 MARCH
THE KEY FORCES BEHIND REVELATION
The creator: Bombay Sapphire
Bombay Sapphire is claimed to be unlike any other gin or any other spirit. The master distiller for Bombay Sapphire (www.bombaysapphire.com) hand-selects a unique combination of the finest botanicals from around the world.
Based on a secret 1761 recipe, the spirit is delicately infused with the aromatic flavours of 10 botanical ingredients. The result is a complex and refined taste which gives Bombay Sapphire an extraordinary mixability in an endless number of classic and contemporary cocktails. The striking translucent blue Bombay Sapphire bottle reflects the distinctive taste of the spirit inside and is recognised around the world for its inspiring design.
The designer: Karim Rashid
“Design is about the betterment of our lives poetically, aesthetically, experientially, sensorially and emotionally. To change human nature is to change the world,” says Karim Rashid www.karimrashid.com
His internationally acclaimed work has won numerous awards, features in the permanent collections of 16 museums worldwide and covers a broad range of design disciplines. Karim was born in Cairo, raised in England and Canada, and now practices in New York. His association with Bombay Sapphire began when he designed a martini cocktail glass inspired by Bombay Sapphire in 1999. He is a member of the Bombay Sapphire Foundation set up to support contemporary design.
The jeweller: Garrard
The jewellers and silversmiths set the stones that form the centrepiece of Revelation in their in-house London workshops following a tradition of excellence that dates back to 1735, when Garrard www.garrard.com was established.
Garrard is the oldest jewellery house in the world, synonymous with fine craftsmanship and service and was honoured with the title of Crown Jeweller in 1843. Garrard made the crown in 1870 that Queen Victoria wears in the famous image that appears on the Bombay Sapphire bottle.
A sapphire set in each glass stopper by Garrard is the centrepiece of Revelation.
The crystal maker: Baccarat
Founded in 1764, Baccarat www.baccarat.com is recognised globally as the eminent creator of luxury crystal.
With more than 3,000 permanent references, from traditional crystal lighting to stemware, barware and home décor, and with commissions for the likes of Japanese Emperors and Russian Tsars, as well as European royalty, Baccarat is rightly proud of its heritage.
For over 200 years, Baccarat has illuminated royal palaces and presidential residences worldwide. The traditional crystal-making skills are passed down through generations and the deftness of touch, attention to detail and rigorous drive for perfection create a flawless beauty from what begins, incredibly, as sand. But even this most basic ingredient is carefully sourced, and a closely guarded secret. When you have the secret to perfection, you give nothing away.
ABOUT THE SMILE TRAIN
The Smile Train www.SmileTrain.Org is the world’s largest and most cost-effective cleft charity. 100% of donations goes directly towards programmes. All overheads are met separately.
Since 1999 The Smile Train has provided free cleft surgery to over 400,000 children and trained tens of thousands of medical professionals. It now has programmes and partners in 61 countries.
A simple surgical procedure, costing around US$250, can cure 100% of all clefts, but it is beyond reach for families in many emergent countries.
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MORE STORIES ON BOMBAY SAPPHIRE REVELATION
DFS Group unveils Bombay Sapphire Revelation in spectacular Changi “˜First’ – 29/03/08
Bombay Sapphire Revelation introduced in London as five-city roll-out nears – 25/03/08
Gearing up for the great Revelation – 20/03/08
