Bacardi Global Travel Retail and duty free and travel retailer, DFS, promoted the drinks group’s premium malt whisky, rum and vodka brands in an activation that ran in July and August at Los Angeles International Airport (LAX).

Cocktails of the World – a destination shopper experience – ran in the main store at the Tom Bradley International Terminal and focused on brands including Glen Deveron 16yo, Dewar’s 15yo and Bacardí Gran Reserva Ocho Años, with the star of the show Grey Goose VX.

Incorporating an ‘on the rocks’ theme to characterise the nightlife of LA, the campaign was integral to Bacardi’s continuing strategy to drive category growth and penetration through disruptive shopper interaction.

Geoff Biggs, Regional Director, Americas Bacardi GTR claims that tasting encounter strengthens the customer experience. He says: “Our insight programme shows that expertly-guided tasting are the most effective way to engage, convince and convert the consumer, leading to greatly enhanced brand advocacy. We’ve seen a great response at LAX.”

Parker Gundersend, Vice President for DFS North America adds: “This is a luxurious experience that has delighted shoppers, giving them a uniquely local encounter and an entertaining and memorable farewell from Los Angeles.”

Bacardi GTR and DFS have also partnered to create upcoming Cocktails of the World presentations at Singapore Changi, Abu Dhabi and Hong Kong airports.