In unconventional tradition, Bacardi Global Travel Retail marked the launch of Bombay Sapphire East at Brussels Zaventem Airport by hand-delivering the first case to the Belgian Sky Shops store.
Eric van Straaten, Regional Manager for Benelux & France, Bacardi Global Travel Retail, drove the Bombay Sapphire East tuk-tuk through the airport terminal to the store where he delivered the case to Belgian Sky Shops’ Sales & Operations Director Alain Van de Velde, Marketing & Communications Director, Myriam De Ridder and Patrick Gielen, Retail Manager for The Brussels Airport Company.
The new gin, which was launched in August, is the first new London Dry gin to join the Bombay family since the launch of the original Bombay Sapphire 25 years ago.
Bombay Sapphire East is infused with Thai lemongrass and Vietnamese black peppercorn, which “takes the senses on a journey unlike any other.” Sapphire East, was initially launched exclusively in New York, Las Vegas, Toronto and Sydney.
[Above: Eric van Straaten, Regional Manager for Benelux & France, Bacardi Global Travel Retail hands over the case of Bombay Sapphire East]
‘SUBTLE YET EXOTIC FLAVOURS OF ASIA’
The Bombay Sapphire East tuk-tuk now forms part of a prominent in-store display, which “takes its inspiration from the energy and excitement of Asian spice markets,” says BGTR.
“Travellers will be able to sit in the tuk-tuk and enjoy the new Bombay Sapphire East & Tonic cocktail being served from the in-store sampling bar,” adds BGTR. “Bombay Sapphire East pays homage to the subtle yet exotic flavours of Asia, and at the same time upholds the quality standards expected of a London Dry gin.”
[Right: Eric van Straaten, Regional Manager for Benelux & France, Bacardi Global Travel Retail, onboard the Tuk Tuk headed for Belgian Sky Shops]
Aude Rocourt, Regional Director for North and South Europe for Bacardi Global Travel Retail said: “Bombay Sapphire East is the first new London Dry gin to join the Bombay gin family since the revolutionary launch of Bombay Sapphire itself 25 years ago so we wanted to make an impact in Travel Retail and the Bombay Sapphire East tuk-tuk does just that.”
The Bombay Sapphire East promotion at Brussels Airport runs until the end of October.