Travel Retail Highlights 4
A world first for Dewar’s and the Bacardi single malt whisky portfolio
With the launch last month of its new Royal Brackla single malt series, released in partnership with China Duty Free Group (CDFG), Bacardi Global Travel Retail emphasised its commitment to key partners in the offshore duty free channel. Now the brand owner has made another big statement – and investment – in this crucial market. It has just opened The Whisky Emporium, a world-first permanent boutique that showcases its whisky portfolio, at Shenzhen Duty Free Group’s spectacular downtown duty free retail complex in Haikou Mission Hills, Hainan. Mission Hills Duty-Free Town Phase I (trading as Times DF) was inaugurated on 31 January, in partnership with DFS Group. Phase II will be completed in 2022. The 82sq m Whisky Emporium is designed as an omnichannel retail experience “to inspire and engage a new era of Chinese whisky appreciators”. It features Dewar’s alongside the malts portfolio of Royal Brackla, Aberfeldy, Craigellachie, Aultmore and Glen Deveron. A comprehensive digital marketing strategy amplifies reach to consumers before, during and after their trip to Hainan via a dedicated WeChat Program for The Whisky Emporium. This, said the brand owner, leverages the huge audience on Shenzhen Duty Free’s ecommerce and social media platforms. Before they travel, consumers can take their time to plan their visit, pre-order purchases and book personal in-store experiences including private tastings, product personalisation and gift presentations.
Browse, discover and taste: The sumptuous luxury spirits environment developed by Bacardi Global Travel Retail and Shenzhen Duty Free at the Mission Hills complex
Future digital amplification plans to maximise audience reach include partnerships with Ctrip, local hotels and golf resort destinations and live-streaming events with key opinion leaders, such as for the popular Double 11 Singles’ Day Shopping Festival on 11 November 2021. At Mission Hills, said Bacardi Global Travel Retail, shoppers are invited on a curated journey to explore the versatility of the portfolio, hosted by its team of whisky experts. The brands are presented in illuminated showcase walls that also house interactive QR codes. A scan reveals brand videos and unlocks discovery of the stories behind the whiskies, their provenance and craftsmanship. Among other highlights, the new Royal Brackla range is available in-store from 1 November 2021.
Multi-sensory spirit: The boutique introduces shoppers to the range through sight, sound and scent
Multi-sensory is also a key feature of The Whisky Emporium: a selection of vapour infusion jars and tutored tastings at the central bar help consumers explore and discover their whisky of choice before they buy. “The Whisky Emporium is the personification of our vision to reinvent travel retail as an omnichannel market,” said Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi. “Bacardi believes that multi-layered, digital engagement amplified along the extended travel journey, together with an exquisite in-store experience and disruptive innovation in whisky-making is the optimum strategy to maximise both the revenue and the brand-building potential with the Chinese whisky market. We are very grateful to Shenzhen Duty Free for their long-term partnership and we look forward to putting Mission Hills on the map as a premium whisky location.” Shenzhen Duty Free Group Chairman You Jiangwei added: “This is an important moment in the development of Shenzhen Duty Free at our new Mission Hills complex. We are delighted that Bacardi has chosen Mission Hills for The Whisky Emporium, its flagship whisky boutique and we welcome Dewar’s and the single malts portfolio and the great choice and quality offered to SZDF shoppers. We thank Bacardi for their continued partnership in creating exciting initiatives like this.”
Provenance and craft: Consumers discover the brand stories in the store, complementing a far-reaching digital marketing strategy
The Moodie Davitt eZine Issue 302 | 22 October 2021
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