A destination-focused shopper experience created specifically with DFS has been described by Bacardi Global Travel Retail as one of their highlights of late 2014.

Running at five flagship airport gateways for the operator – Singapore, Los Angeles, Abu Dhabi, Auckland and Hong Kong – ‘Cocktails of the World’ was an integral part of Bacardi’s strategy to drive category growth through ‘disruptive and engaging shopper interaction which increases penetration.’

The best of local cocktail culture in each city was brought to life through signature serves from the Bacardi portfolio.

For Hong Kong, it was the Dragon Fruit Bacardi Mojito; at Changi they presented iconic Singapore Slings featuring Bombay Sapphire and Benedictine Dom; Los Angeles showcased Grey Goose Le Fizz and in Auckland shoppers were invited to try 42 Below Falling Water with Feijoa.

The tasting experience was supported by broader portfolio engagement, featuring gift boxes, recipe cards and GWPs including the Grey Goose taste box to inspire and enable shoppers

Rob Milton, Senior Customer Marketing Manager, Bacardi Global Travel Retail Asia Pacific explains:

“This is a wonderful partnership opportunity we are especially proud to have created with DFS, enabling us to execute a multiple-sell opportunity to shoppers while featuring a hero cocktail serve to epitomise the local cocktail scene and its appeal to people leaving the city.

“Shoppers have responded enthusiastically, telling us how much the local flavour resonates with their desire to find and buy something new at the airport that they can take home and re-create for friends as an essential ‘travel ritual’.

“This is a key example of how Bacardi brands are driving category growth through differentiation, especially with consumers at the second stage of luxury, who are keen to bring home unique experiences from their travels.”