Travel retail highlights

Creating “something out of the ordinary”

A trend of integrating retail and food & beverage across airports has accelerated in recent times, and a new opening in Malaysia offers a good example of how fusing two compelling experiences might translate into sales.

Eraman and Bacardi Global Travel Retail’s new whisky and cocktail bar, called Bar Metropole, is located close to the entrance to the Eraman Duty Free store in airside departures at the low-cost klia2 terminal.

That positioning offers retailer and brand the opportunity to introduce travellers to Bacardi’s range of spirits and then complete sales in the store.

Bar Metropole features the Dewar’s blended Scotch whisky range and single malts Aberfeldy, Aultmore, Craigellachie and Royal Brackla, as well as other brands from the Bacardi portfolio. The bar is managed by Eraman, the retail division of Malaysia Airports, and also has a food menu.

“Travellers can’t miss Bar Metropole, located immediately in front of our duty free emporium. When they enter the store, the walk-way leads them through the spirits section and right to the Dewar’s shop-in-shop to pick up a bottle,” said Eraman General Manager Zulhikam Ahmad.

Partnership spirit: Malaysia Airports, Eraman and Bacardi GTR teams salute the Bar Metropole opening.

Bacardi Vice President Digital Commerce and Global Travel Retail Mike Birch is mobbed by friendly characters to celebrate the landmark launch.

The Moodie Davitt eZine | Issue 257 | 4 March 2019