Bacardi Global Travel Retail has announced a new promotion with Dubai Duty Free (DDF) to launch Dewar’s 15 year old variant with travel retail exclusive packaging, which takes the form of an ‘ornately embossed’ gold gift tin to ‘maximise its on-shelf appeal’.

Bacardi GTR and DDF worked together to create an in-store promotion to attract attention and shoppers interaction in the busy retail environment of Dubai International Airport’s Terminal 3 (departures and arrivals stores), says the partnership.

The promotion is taking place around DDF’s central promotional pillar, wrapped for the occasion in a metallic gold finish and with enhanced lighting ‘to provide a premium golden aspect’.

When making a Dewar’s purchase, customers can obtain a scratch card and the chance to win a valuable measure of gold, with one top prize of a 100g gold bar and 30 bars of 5g. “Any spend on Dewar’s over US$95 is further rewarded with a premium trolley case,” says Bacardi GTR.

Dubai Duty Free Executive Vice Chairman, Colm McLoughlin said: “At Dubai Duty Free we are always looking to create compelling, interactive experiences for our consumers to attract attention and ultimately help drive purchase. Our team has worked closely with Bacardi Global Travel Retail to develop the business and strengthen brand awareness within our retail operation. We think this promotion will appeal greatly to our customers and we look forward to rolling it out.”