Bacardi to run Rugby World Cup duty-free promotion

Nicole Mezzasalma


The travel-retail promotion will focus on the 42Below vodka brand and will feature its first-ever limited-edition bottle

42Below gwp cocktail shakerLiquor supplier Bacardi Global Travel Retail has announced a special promotion during the 2011 Rugby World Cup. From September 9 to October 23, the company will host a series of activations around the 42Below vodka brand at airports in Australia and New Zealand, including the first-ever limited-edition bottle for the product.

The customisable 42Belowland—as New Zealand is being nicknamed for the activation—bottle features a wraparound photograph that can be personalised using stickers on the neck-hanger. The company said the 1l bottle is “a perfect souvenir” and will be supported by a gwp promotion: travellers buying two bottles of the vodka will receive a rugby ball-shaped cocktail shaker (pictured right).

Prominent 42Belowland advertising and displays will welcome passengers at the region’s airports and a sampling mix-it bar will also be installed at Auckland airport’s departures area for the duration of the tournament.

Bacardi Global Travel Retail Division marketing director Vinay Golikeri said: “42Below promotions always deliver in both originality and effectiveness and perfectly represent the level of innovation that we as a team pride ourselves on. 42Belowland is a brilliant way of capturing the attention of the 85,000 rugby fans expected to visit the country during the Rugby World Cup and increasing footfall throughout the retail spaces of the region’s airports.”

42Belowland island

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