January 12 2018  |  Spirits & Tobacco

Bacardi partners with DFS Group to bring out the 'inner bartender' in travelers at Changi T4

By Jas Ryat

Bacardi's new campaign ran from November to December, allowing travelers to experience the flagship brands

Bacardi, in partnership with leading travel retailer DFS Group, is the first spirits company to execute a shopper experience in the new permanent full-scale cocktail bar promotional space at Changi Airport T4.

The campaign ran November to December and allowed travelers to witness the versatility of the Bacardi portfolio in cocktail-making. Features included Bombay Sapphire gin, Grey Goose vodka, Bacardi Rum.

Ricky Paiva, Bacardi brand ambassador and original head bartender at the Manhattan Bar in the Regent Hotel, treated holiday travelers to his personal style of cocktail-making, encouraging them to discover the different flavors and heritage behind each brand

The campaign focused on the new Grey Goose limited edition seasonal Christmas Alpine gift pack while Bombay Sapphire offered DFS shoppers at Changi an exclusive Thomas Heatherwick-inspired Glasshouse Limited Edition pack, incorporating an automatic atomiser of botanical scents.

The Bombay Sapphire product display was brought to life with the inspiration from the distillery

The campaign highlighted the craftsmanship and heritage of the brands, including fresh ingredients, and a stunning product display stand echoing the architecture of the Bombay Sapphire distillery.

The curved bar helps shoppers interact with ambassadors allowing for a more comfortable feel


The curved bar encouraged shoppers to experience the hands-on encounter with brand ambassadors guiding them to create their desired cocktail.

A large-scale video screen brought added theatre with films and animations of the brand stories and product details.

Vinay Golikeri, Regional Director, Asia Pacific & Middle East Africa, Bacardi Global Travel Retail says: “Terminal 4 is a remarkable addition to Changi Airport and we are delighted to be the first to work with DFS. We were determined to have a suitably spectacular activation to launch this vibrant and prestige new promotional space, which, from our perspective, is exceptionally well designed and adaptable. Its proximity to the shopper journey through the terminal enables us to maximize consumer engagement with our brands, wrapped up with a memorable and premium airport retail experience, especially important for the holiday period.

"This campaign is about educating discerning consumers in Asia Pacific, stimulating their interest in the versatility of premium white spirits in cocktails. This activity enables us to share the exceptional qualities of the Bacardi portfolio and the enduring authority of our brands in many of the most iconic cocktails."

Brooke Supernaw, Senior Vice President Spirits, Wines and Tobacco at DFS Group, adds: “We are delighted to welcome Bacardi as our first partner in our new promotional infrastructure in Terminal 4, setting a new benchmark for the category and providing a stunning new showcase for the world’s best brands. At DFS, we take great pride in seeking innovation in all that we do, and Bacardi has echoed our adventurous approach with a truly engaging activation, inspiring travelers to discover their favorite cocktail in the store and then recreate it at home.”

Please note photo courtesy of DFS Group Limited.

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