Bacardi Global Travel Retail Division has unveiled the details of a high-profile campaign featuring its whisky portfolio, which is currently underway at Istanbul Airport in partnership with Gebr. Heinemann and its joint venture partner Unifree Duty Free.
Featuring a pop-up Whisky Emporium concept, the campaign began at the beginning of July and will run until the end of September 2022.
Experiences at the Whisky Emporium are led by the award-winning range of Dewar’s blended Scotch whisky.
It also features several variants from the award-winning aged single malts collection of Royal Brackla, Aberfeldy, Craigellachie and Glen Deveron.
“Bacardi sees huge potential in this unique region that straddles Europe and Asia and so we are thrilled to launch this major travel retail campaign that’s packed with both whisky innovation and experiential innovation,” said Sam Pickard, Regional Director, Europe, Bacardi Travel Retail.
“Istanbul airport is a stunning hub and a priority location for us to engage transfer passengers from all over the world with our award-winning portfolio.
“Whisky lovers with time between flights are enjoying the leisurely opportunity to explore the breadth of the Dewar’s range and our single malts within the pop-up.
“Integrating digital into the physical shopping experience is facilitating deeper shopper engagement and we can see its positive impact on how whisky lovers and collectors are shopping the range.”
A multi-sensory experience has been created for consumers, courtesy of vapor infusion jars, which help shoppers to discover the distinct profiles of the whiskies before they buy.
Communications on digital screens promote the heritage and provenance of the collection.
In addition, all purchases of Aberfeldy and Royal Brackla can be wax dipped, making for great gifts and mementos.
“Bacardi’s Whisky Emporium with its multi-sensory, digital features and, of course, select assortment has a huge appeal for shoppers,” said Jens Peter Peuckert, Director Marketing at Gebr. Heinemann.
“It enriches the traveller’s journey with a true element of surprise, emotion and entertainment, thus creating an unforgettable experience. This is exactly how we want to bring passenger engagement to life at our Heinemann locations.”
Another key highlight is the Dewar’s Double Agent 16Y0 – a special blend that brings together a duo of casks (Jerez Sherry and Islay Malt Whisky) to create a sweet and smoky flavour profile blending dried fruit, citrus, smoke and black pepper.
It requires a special process. Firstly, selected malt whiskies and finest grain whiskies are aged separately in oak casks for a minimum of 16 years. Following maturation, the whiskies are blended together and aged once again in oak casks. On completion of the double ageing process, the whisky is separated into two batches.
One batch is finished in sweet Oloroso sherry casks and the other in smoky, peaty Islay casks. The final stage showcases the art of blending, combining the two liquids together to create two interpretations depending on the palette: a sweet whisky with secret smoky notes or a smoky whisky with hidden sweet notes.
“Istanbul Airport is a magnificent shop window to the world, combining an exclusive environment with a high-quality offer for international passengers,” said Ruediger Stelkens, Director Purchasing LTC at Gebr. Heinemann.
“Here, premium and exclusive whiskies are very much sought after. We are delighted to present this special campaign with our long-standing partner Bacardi.”