Bacardi’s Chinese New Year campaign breaks across Asia


Bacardi is running prominent Chinese New Year branded activations at airport locations such as Kuala Lumpur International Airport with Eraman and Heinemann

Bacardi is running a major Chinese New Year campaign at 11 airport and border crossing locations in six countries across the Asia Pacific region. The three-month campaign runs to March and targets shoppers with gifting opportunities across its whisky and Cognac portfolio.

Prominent Chinese New Year branded activations are now running at airport locations such as Shanghai and Beijing airports with Sunrise, at Sydney with Heinemann, at Brisbane and Perth airports with JR/Duty Free, at Kuala Lumpur with Eraman and Heinemann, at Seoul with Lotte and Shilla, with Flemingo in Colombo Sri Lanka, Lo Wu and Lok Ma Chau with Anway and Zhuhai land border crossing with Cheer Signal.

Shoppers spending a certain amount (location-specific) on Dewar’s whiskies and single malts are invited to try their luck in an Instant Win Lucky Dip by selecting a lucky red envelope to reveal their prize. Prizes range from travel size bottles of spirits in the Bacardi portfolio, travel accessories and top prizes of an Apple Watch or Apple iPhone 7 Gold, depending on location.

The campaign focuses on the Dewar’s portfolio of blends and its single malts Craigellachie, Aberfeldy, Royal Brackla, Glen Deveron and Aultmore, and Baron Otard Cognac. In addition, Benedictine DOM is a key focus with DFS at Singapore Changi with an exclusive, limited-edition Good Luck gift tin. A range of sample tastings is available to add to the fun of the New Year period. 

Vinay Golikeri, Regional Director Asia Pacific, Middle East and Africa, Bacardi Global Travel Retail, said: “We want to make the Chinese New Year period our biggest yet with this shopper engagement campaign across key airports and border crossings in the region. We are focusing on encouraging Chinese travelers to try our brands, especially with our premium whisky portfolio. The extended New Year period is a prime opportunity to engage and connect our brands with the surge in people traveling and to help build brand equity in the region.”