Bacardi GTR: Omnichannel partnerships will drive ‘significant’ growth

By Kristiane Sherry |

New Bacardi GTR managing director Leila Stansfield is prioritising the development of omnichannel campaigns with retailers.

Bacardi Global Travel Retail is targeting omnichannel strategies developed in partnership with retailers to “unlock significant growth”, the company’s new managing director has said.

In a statement released to coincide with the TFWA Asia Pacific Exhibition & Conference, Leila Stansfield, who took up the role five months ago, said developing strategies in this area was a key focus.

“Considering only around 50% of travellers become shoppers, digital solutions enable targeting of the remaining 50% with meaningful connection at points on their journey – pre, during and post travel,” Stansfield commented. 

Citing m1nd-set data, she said 85% of travellers are exposed to online touch points. 

“We have increased our investment in dedicated omnichannel campaigns including a wide range of digital approaches globally, including multi-layered campaigns of programmatic and social media, driving data collection for post engagement, geo-targeting, digital out of home screens on the concourse and personal tailored, digital brand experiences.  

“When travellers reach airport stores, they are primed to enjoy participating in innovative retail experiences.  These partnerships are paying dividends, with increased pre-ordering, click and collect and sales in-store.” 

The push into omnichannel coincides with the launch of two new SKUs: Dewar’s Double Double 37 Year Old blended malt Scotch, and Bombay Sapphire Premier Cru Tuscan Juniper.

Dewar’s Double Double 37 Year Old will launch with Lotte at Changi Airport in a two-month exclusive ahead of a global roll-out including in key domestic locations.

The brand had a target to become the “most progressive whisky” among new appreciators, and the launch is aimed to build both brand awareness and equity on the Prestige/Prestige+ GTR malt category.

Bombay Sapphire wants to elevate at-home cocktails with the launch of its new Premier Cru Tuscan Juniper.

Bombay Sapphire meanwhile is cementing its position as the top-selling premium gin in GTR (IWSR 2021) with Premier Cru Tuscan Juniper. 

The expression is described as ‘small batch’ and ‘handcrafted’, and has been released to “elevate” at-home cocktail making. Gifting is also a target with its bottle design and cork closure.

Bombay Sapphire has a mission to be the most sustainable global gin, with each botanical sourced from sustainably-certified suppliers.

‘Making moments matter’

“Bacardi’s purpose is making moments matter for our consumers and Travel Retail is a key moment to deliver on that promise,” Stansfield said. 

“Travellers are returning with a renovated appetite for spirits, which has become a hot destination category since the industry re-opened.  

Dewar’s wants to appeal to new whisky drinkers.

“Differentiation and exclusivity are critical drivers for innovation in the channel. We know that 66% of GTR spirits shoppers in Asia Pacific are looking for something they haven’t purchased before with 70% seeking out exclusive products [m1nd-set data].

“This reinforces the USP of travel retail as a discovery playground giving us the opportunity to listen and learn with consumers to develop our portfolio with exciting propositions and launches that inspire spontaneous purchases.”

She noted that there is “good momentum” across Bacardi GTR’s portfolio in all categories, driven by higher shopper footfall [up from 12% pre-Covid to 16% now – m1nd-set], and climbing purchase rates [up from 6% to 7% for spirits – m1nd-set].

“Our dark spirits portfolio is stronger than ever with increasing premiumisation innovation in whisky and in rum and we have several new launches coming to market this year,” she continued. 

“The gin category is anticipated to remain the fastest growing spirits category for the next four years (predicted CAGR +7% FY23- FY26). 

“IWSR 2021 research forecast that super-premium gin will spearhead that growth, as the leader in post-COVID recovery. IWSR also shows great momentum in super premium Tequila. 

“We have an exciting role to play with Bombay and Patrón as global segment leaders.” 

In February, Bacardi GTR celebrated Lunar New Year by running its largest omnichannel campaign to date, featuring Dewar’s Double Double.

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