FOCUS ON SPIRITS
Bacardi opens first Fine Spirits Emporium
Bacardi Global Travel Retail unveiled its first-ever ‘Fine Spirits Emporium’ on 28 October, inauguration day for cdf Haikou International Duty Free Shopping Complex in Hainan province.
Shining the light on its powerful premium spirits portfolio, Bacardi Global Travel Retail has unveiled a dazzling new ‘Fine Spirits Emporium’ at the cdf Haikou super store.
Driven by the growing popularity of home cocktail-making in China, the 20sq m Fine Spirits Emporium is designed to be the perfect one-stop shop for consumers to discover the range of premium quality spirits from Bacardi’s portfolio.
The format is created to help consumers easily curate their own personal home bar, and gain further inspiration from regular cocktail demonstrations in-store.
With Hainan’s year-round destination appeal attracting holidaymakers in all seasons, the space will feature regular campaigns to inspire shoppers with the most relevant ideas to help them celebrate key moments throughout the year.
The Bacardi Fine Spirits Emporium is prominently located on the fourth floor of the building, enjoying prime visibility from both inside and outside the CDFG store.
Focus on Aberfeldy
In addition to the Fine Spirits Emporium, a feature window on the exterior of the main duty free store features Aberfeldy single malt whisky.
Commenting on this latest retail innovation, Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi said, “We are thrilled to have the exceptional opportunity to join with China Duty Free Group in the stunning setting of cdf Haikou International Duty Free Shopping Complex for the global debut of Bacardi’s Fine Spirits Emporium.
“This premium location, dedicated to Bacardi, unlocks a whole new level of shopper engagement and discovery.
“It enables us to dial up innovation through digital and physical touchpoints, putting excitement, education and entertainment at the heart of how we lead them to explore and discover the versatility of our brands on a new platform with an evolving seasonal calendar of brand activations and personalised gift opportunities.”
Jägermeister doubles down on Hainan
Jagermeister is no stranger to Hainan, having invested heavily in the travel retail hotspot in recent years.
Commenting on the brand’s commitment to the island, Mast-Jägermeister Director of Customer Development APAC Francois Picquot says: “In mid-2022, the launch of Jägermeister Cold Brew Coffee with an incredible two storey consumer-centric installation at Hainan’s Mova Mall signalled that Jägermeister was beginning its journey in the region.
“The brand, which has its heartland in Europe, has seen momentum grow in domestic China and this has been reflected in the regional travel retail and duty free market. Jägermeister has now installed a permanent back wall with education and a tasting bar at the cdf Haikou International Duty Free Shopping Complex.
“This latest investment not only demonstrates the brand’s commitment to this window to the world that brings the best of the best to consumers but also that our customers see the opportunity to reach and communicate with millennials and Gen Y.
“2023 will see the continued focus on China duty free for Jägermeister with tailored marketing plans and activations set to be launched throughout the year.”
The back wall placement puts a special focus on the Jägermeister Cold Brew Coffee, which was launched with a striking pop-up campaign at the Haikou Mova Mall in June 2022 before rolling out to other CDFG locations. The partners served approximately 100,000 samples of Jägermeister Cold Brew Coffee during the activation period.
The Jägermeister Cold Brew Coffee combines the classic Jägermeister herbal liqueur with intense Arabica coffee and cacao. The expression was designed to appeal to Jägermeister fans, shot drinkers and chocolate and coffee connoisseurs. It blends the natural aroma of 56 herbs, blossoms, roots and fruits with Arabica coffee to create a well-balanced shot.
百加得在cdf 海口推出全新零售概念
百加得全球旅游零售（Bacardi Global Travel Retail）于 10 月 28 日在新开幕的cdf 海口国际免税城开幕日推出了旗下首间“Fine Spirits Emporium”（高端烈酒世界）。
近年来，居家制作鸡尾酒在中国成了日益流行的风潮。在此推动下，百加得设立了这间面积达20 平方米的 Fine Spirits Emporium，旨在成为消费者发掘百加得烈酒产品的完美一站式目的地。
门店通过独特的模式和概念，帮助消费者轻松策划属于自己的家庭酒吧，并从店内定期举行的鸡尾酒演示中获得源源不绝的灵感。
海南全年气候宜人，一年四季都游客不断，因此该空间将定期举办活动，以最符合气候及时节的主题吸引顾客，帮助他们在所有佳节和特殊日子都能制作出最合适的鸡尾酒。
百加得Fine Spirits Emporium 位于免税城四楼的显眼位置。店内设有专属酒吧壁柜，展示百加得旗下的众多知名品牌，包括百加得、灰雁（Grey Goose）、孟买蓝宝石（Bombay Sapphire）、培恩（Patrón）等。
消费者可以通过微信小程序轻松扫描二维码，开启每个品牌的故事之旅。访客还能再小程序里浏览鸡尾酒配方、观看大师班，并了解店内提供的送礼服务。
“我们很高兴有机会与中免集团合作，在精美绝伦的 cdf 海口国际免税城内首度推出百加得Fine Spirits Emporium，”百加得全球旅游零售亚太区总监 Gaurav Joshi表示。
“这个创新概念店位置绝佳，让顾客以全新的方式体验、发掘百加得。它使我们能够通过数字和实体接触点进行创新，以令人兴奋、充满教育性及娱乐性的零售体验，引导消费者在新平台上探索我们旗下的品牌以及其丰富的多元性。这个平
“这个创新概念店位置绝佳，让顾客以全新的方式体验、发掘百加得。它使我们能够通过数字和实体接触点进行创新，以令人兴奋、充满教育性及娱乐性的零售体验，引导消费者在新平台上探索我们旗下的品牌以及其丰富的多元性。这个平台还会根据季节的变换，为大家带来各类品牌活动及个性化送礼服务。”台还会根据季节的变换，为大家带来各类品牌活动及个性化送礼服务。”
近年来，野格（Jägermeister）大举投入海南市场，以求扩展品牌在这个旅游零售热点的足迹和影响力。
谈到品牌对于海南的重视，野格制造商Mast-Jägermeister 亚太区客户开发总监 Francois Picquot说道：“2022 年中，野格冷萃咖啡（Jägermeister Cold Brew Coffee）在海南日月广场推出了一个双层快闪店，提供了多元化、以消费者为中心的互动元素，此举标志着野格开启了它的海南离岛免税旅程。”
“品牌虽然以欧洲为中心，但在中国国内增长势头强劲，当中包括其在海南旅游零售市场的扩张。近期，野格在 cdf 海口国际免税城设置了一面永久性后墙及一间品酒吧。cdf 海口是一个通往世界的窗口，为消费者带来全球最佳的品牌和产品。品牌在此进行投资，表明了其对于cdf海口的重视，并希望借此与千禧一代和 Z 世代消费者进行更加紧密的接触和互动，”他补充道。
“2023 年，野格将继续与中免集团合作，在全年推出各式各样的营销计划和活动。”
Spotlight Series - February 2023