Bacardi unveils Asian travel-retail promotions

Nicole Mezzasalma

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The promotions involve several of the supplier’s brands including Dewar’s, Bacardi, Grey Goose and Bombay Sapphire

Liquor supplier Bacardi Global Travel Retail (GTR) has implemented several travel-retail promotions at Asian airport locations to highlight some of its main brands in the run-up to the TFWA Asia Pacific exhibition in Singapore.

The company launched the World’s Best Tasting Cocktail promotion on April 1 at Singapore Changi airport with DFS Group, which focuses on the Bacardi Mojito, Grey Goose Cosmopolitan and Bombay Sapphire Tom Collins drinks. Travellers who purchase any two bottles of these brands will receive a premium cocktail kit as a gift, which includes a shaker, stirrer and jigger. Bacardi GTR added that it is in talks to place this promotion with DFS at Bali airport during the peak travel season from July to the end of September. Bacardi is also running tasting experiences for Grey Goose vodka between April and May at Changi.

Focusing on Dewar’s whisky, Bacardi has launched a new engraving programme in Asian duty-free following its success in the US. The promotion is already running at Bangalore International airport and will be implemented at other locations including Bangkok Suvarnabhumi, Mumbai Chhatrapati Shivaji International and Shanghai Pudong International airports. Selected airports such as Taiwan Taoyuan International are also hosting Dewar’s tastings.

The supplier also launched the Bacardi Mojito Lifestyle Experience promotion at Bali in March in partnership with DFS, where travellers are invited to sample a Mojito and offered an exclusive branded muddler with any purchase of Bacardi rum. The company said this is its first high-profile promotion at the location, a key destination to Australian and New Zealand tourists.