Bacardi Global Travel Retail has unveiled its first ever Fine Spirits Emporium at the newly opened CDF Haikou International Duty Free Shopping Complex in Hainan, China.

The concept aims to tap into the growing popularity of home cocktail-making in China and is described as a one-stop shop for consumers seeking inspiration for their personal home bar.

It will host regular cocktail making demonstrations against a backdrop of Bacardi’s award-winning range of premium quality spirits, which is available to browse and buy.

Two signature cocktails – the Bacardi Piña Colada and Patrón Margarita – were served during the grand opening.

The 20-square-metre Emporium is located on the fourth floor of the complex, and features discovery bar wall bays to showcase the breadth of the Bacardi portfolio, including Bacardí rum, Grey Goose vodka, Bombay Sapphire gin, Patrón Tequila and other white spirits.

Shoppers can scan QR codes, which link to brand stories on a WeChat mini programme, along with a scrolling library of easy cocktail recipes, masterclasses and a run-down of the gift services on offer in the store.

In addition to the Fine Spirits Emporium, there is also a feature window on the exterior of the main duty free store for Aberfeldly single malt whisky.

The space will also feature regular campaigns, based around key occasions, to attract the attention shoppers and capitalise on Hainan’s year-round appeal as a top holiday destination.

“This premium location, dedicated to Bacardi, unlocks a whole new level of shopper engagement and discovery,” said Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail.

“It enables us to dial up innovation through digital and physical touchpoints, putting excitement, education and entertainment at the heart of how we lead them to explore and discover the versatility of our brands on a new platform with an evolving seasonal calendar of brand activations and personalised gift opportunities.”

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Opened on 28 October, the CDF Haikou International Duty Free Shopping Complex is understood to be the world’s largest duty free shopping complex (spanning 280,000 sqm).

The opening of the shopping complex was attended by senior Hainan government and Party Committee officials and senior executives from China Tourism Group, including Feng Fei, Governor of Hainan Province; Mao Wanchun, Chairman of the Hainan Provincial Political Consultative Conference; Shen Danyang, Member of the Standing Committee of the Hainan Provincial Political Party Committee and Executive Vice Governor; and Luo Zengbin, Member of the Standing Committee of the Hainan Provincial Party Committee and Secretary of the Haikou Municipal Party Committee.

They were joined by Ni Qiang, Vice Governor of Hainan Province: Fu Xuanchao, Secretary-General of the Hainan Provincial Government: Chen Yin, Secretary of the Party Committee, Chairman of China Tourism Group; Wang Haimin, General Manager of China Tourism Group; Li Gang, Deputy General Manager of China Tourism Group; and Chen Guoqiang (Charles Chen), President of CDF.