The activation is running from 1-20 November.

Bacardi Global Travel Retail (GTR) is inviting travellers to ‘Step Into The Blue’ with Bombay Sapphire at a new, multi-sensory activation at Miami International Airport.

The event aims to bring to life the brand’s partnership with UIM E1 World Championship – the world’s first all-electric raceboat series – through a combination of design, interactivity and taste discovery. ‘Step Into The Blue’ references the latest Bombay Sapphire global communications platform, launched earlier this year.

Running from 1-20 November, the activation coincides with the finale of the 2025 E1 season in Miami, which is taking place between 7-8 November at the Miami Seaplane Base, where one of the nine celebrity-backed teams will be crowned the 2025 Champions of the Water.

Occupying the North Terminal exhibit space, the activation fuses cutting-edge design and experiential touchpoints to immerse travellers in Bombay Sapphire/E1’s shared world of innovation, sustainability and craftsmanship.

It is anchored by a full-size bespoke Bombay Sapphire-liveried E1 RaceBird, under the banner, “The Official Gin Sponsor of E1 Series.”

A key feature of the space is a full-size bespoke Bombay Sapphire-liveried E1 RaceBird.

Directional floor vinyls and communication plinths guide travellers through the experience, which includes the E1 race simulator zone, where visitors can take the helm and record their lap times on a digital leaderboard, and a branded Bombay Sapphire bar.

At the bar, brand ambassadors invite travellers to sample Bombay Sapphire Sparkling Lemon – E1’s official cocktail and the brand’s signature North American serve. Guests can also receive Bombay Sapphire-branded hat GWPs, and learn how to recreate the Sparkling Lemon serve at home via on-counter strut cards and bottle neck tags.

Activation visitors can test their skills in the E1 race simulator zone, and record their lap times on a digital leaderboard.

Bombay Sapphire Global Brand VP Natasha Curtin commented: “Both Bombay Sapphire and E1 are driven by a shared passion for innovation and craftsmanship. Together, we’re creating multi-sensorial moments – from the exhilaration of on-water action to the sparkle of a Bombay Sapphire Sparkling Lemon in hand. And with this first-of-its-kind airport activation, we wanted to bring the excitement of the Championship to life for an even broader audience.”

Bacardi Global Travel Retail Marketing Director Darragh Ryan added: “This Miami activation is a fantastic opportunity for us to connect with travellers in an exciting and engaging way. The E1 race simulator and leaderboard go beyond entertainment; they’re an invitation into our brand world for consumers who seek interactivity and authentic, purpose-driven experiences.”

At the bar, travellers are invited to sample Bombay Sapphire Sparkling Lemon – E1’s official cocktail and the brand’s signature North American serve.

Bombay Sapphire is also the official partner of Team Brady, owned by former NFL footballer Tom Brady and defending 2024 E1 ‘Champions of the Water’, and Team Drogba Global Africa led by renowned former international footballer Didier Drogba and his partner, entrepreneur Gabrielle Lemaire.

Chief Partnerships Officer, E1 Series, Peter De Vries noted: “E1 and Bombay Sapphire are proud to bring the energy of electric racing to the US – engaging travellers arriving into Miami International Airport ahead of the E1 Miami GP through design, technology and taste which, together, reflects our shared commitment to innovation and creativity.”

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