Bacardi Global Travel Retail continues to put its Scotch whisky portfolio in the spotlight with its latest installation at Paris Charles De Gaulle Airport (Terminal 2E), live until 4 December 2019. 

 

The striking new contemporary pop-up, in partnership with Lagardère at BuY Paris Duty Free, underlines Bacardi’s commitment to driving growth of its whisky portfolio, as reported here.

 

The copper-pipe inspired design showcases key brands from the Bacardi whisky portfolio: Dewar’s and four single malts; Aberfeldy, Aultmore, Craigellachie and Glen Deveron.

 

Travellers are invited to discover more about each of the whiskies by smelling their specific aromas through vapour units, and to enjoy a whisky tasting. There is also a branded photo opportunity, enabling people to capture their whisky experience and share on social media.

 

Prominently located on the airport concourse, the sign ‘Dewar’s – double aged for extra smoothness’, is meant to draw in travellers to the installation which spotlights the ageing and blending process of the ‘world’s most awarded blended Scotch whisky’ with over 1000 accolades to its name.

 

FOOTFALL DRIVER

Whisky ambassadors are on hand to lead tastings featuring Dewar’s premium range and the single malts.

“Designed as a footfall driver to the BuY Paris Duty Free store, people visiting the pop-up can first enjoy browsing the individual profiles of a range of age expressions across the four featured single malts, each brought to life with brand story-telling glorifiers,” says Bacardi GTR.

David Hughes, Regional Director Europe, Bacardi Global Travel Retail says. “Bacardi is fully committed to aged stock across our entire premium portfolio of single malts and Dewar’s premium blends.

 

‘GREAT QUALITY & REFINEMENT COMES WITH AGE’

“This campaign brings to life our passion to ensure our whisky consumers will always find the intrinsic benefits of great quality and refinement that come with age.

 

“The pop-up has strong visual appeal to attract attention, intriguing people with the incredible stories of our whiskies and we then drive the footfall to the adjacent Lagardère store.”

Communication teams from Lagardère Travel Retail and SDA adds: “We are always excited by opportunities to bring excitement to the BuY Paris duty free shopping experience for our customers.

 

“This campaign brings a new approach to how shoppers explore the whisky category.  It is delivering very positive result in foot traffic to Paris Charles de Gaulle Airport stores and increasing sales by offering an exclusive experience to travellers.”