Bacardi Global Travel Retail lights up Hainan Expo with striking drone show

By Charlotte Turner |

Bacardi Global Travel Retail whiskies Dewar’s and Aberfeldy starred in a night-time drone display at the China International Consumer Product Exhibition in Haikou, Hainan (25-30 July 2022), as the company sought to make maximum impact among visitors.


The drinks group chose to place a strong focus on its whisky portfolio during the event, and encouraged visitors to learn more about Dewar’s range of aged, blended malts, including Double Double 36 Year Old.


Finished in a rich Madeira cask, Dewar’s Double Double 36 Year Old is a blended malt whisky created using the special ‘quadruple ageing’ process pioneered by Dewar’s Master Blender Stephanie MacLeod, who in 2022 was awarded the title of Master Blender of the Year by the IWC for the fourth year running; the only person in the industry to have done so for four consecutive years.


Tapping into the passion for age statements amongst single malt lovers in China, a dedicated zone revealed the breadth of the range featuring Aberfeldy, Royal Brackla, Aultmore, Glen Deveron Craigellachie and introducing Teeling Irish whiskey.



Visitors were able to browse, nose, taste and discover their own ‘favourite dram’ from the Bacardi collection, taking advantage of the vaporisers and whisky tasting in the central Bothy Bar area on the stand.


Top Chinese whisky influencer, Ken Liu Yang, made a personal appearance on the stand on 28 July, to discuss the Bacardi range of whiskies.


Dewar’s and Aberfeldy featured as part of a night-time drone display over Hainan during the weekend.



Bacardi also welcomed visitors to explore its range of premium white spirits including Patrón Tequila, Bacardí, Grey Goose, Bombay Sapphire.  QR codes enabled further engagement with the collection.


Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail said of the company’s presence at the exhibition. “As Bacardi builds its duty-free business in China, the five-day show is an important opportunity for us to meet strategic retail partners and to maximize consumer engagement with our brands.


“The sense of excitement in the crowd was tangible and we welcomed thousands of enthusiastic visitors to our stand.  It was exciting for our team to witness the positive response to our award-winning whiskies, white spirits and cognac.”



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