Bacardi Global Travel Retail says it achieved great success of a summer shop in shop concept, which ran in July and August at Amsterdam Airport Schiphol.

 

The campaign was designed to maximise interaction with travellers during peak summer and to add maximum in-store amplification for the launch of Star of Bombay, the new super-premium gin expression from Bombay Sapphire.

 

Located in a prominent position at the front of the main liquor store, the ‘pop up’ attracted ‘maximum visibility’ from passenger footfall on the main concourse.

 

The shops centrepiece took the form of a cocktail bar covered with botanical line drawings, which intended to highlight the ‘vapour infused botanicals’ in every bottle, with bar-top botanical bell jars containing ambrette seed from Ecuador and bergamot from Italy. This was meant to attract shoppers to breathe in the aroma of the added botanicals unique to the recipe for Star of Bombay.

 

All purchases came with a jewelled stirrer GWP.

 

As part of Bacardi Global Travel Retail’s commitment to in-store advocacy development, trained brand ambassadors were on hand to take shoppers through the entire Bombay range, while creating the new Star and Tonic serve garnished with a twist of orange.

 

Bacardi Global Travel Retail Regional Director Europe Aude Rocourt comments: “We have enjoyed several great shop in shop concepts with SAR at Schiphol and I’m pleased to say that Star of Bombay has been given a fantastic launch platform via this shopper engagement programme over the busy summer period.

 

“As the number one gin in global travel retail, Bombay Sapphire has the unique capability to inspire new perceptions of gin and to drive category growth. This is reflected in the direct feedback from Star of Bombay shoppers, especially those gift buyers who found inspiration in this new refined expression of a well respected classic brand and its exceptional packaging.”

 

Star of Bombay (47.5% ABV) includes Sicilian bergamot and Ecuadorian ambrette seeds, blended during a slow distillation method. The new variant is also the first addition to the Bombay Sapphire portfolio to be produced at the newly restored Laverstoke Mill, the brand’s new distillery and visitor centre.