Bacardi staged a peak summer holiday event at Los
Angeles International Airport (LAX) called Cocktails of the World – a
destination-focused promotion specially created with DFS to express
the city’s famous nightlife. Running throughout July and August at Tom Bradley International Terminal, Cocktails of the World gave
travellers the chance to sample premium brands in malt whisky, rum and vodka,
including Glen Deveron 16yo, Dewar’s 15yo and Bacardi Gran Reserva Ocho Años,
all selected to reflect the character of the city. But the biggest star of the
West Coast show was the new luxury spirit Grey Goose VX.
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| Los Angeles airport travellers sample Grey Goose VX |
A uniquely local encounter
The multi-faceted promotion incorporated a traditional on-the-rocks
theme, offering shoppers a sophisticated flavour of the city. The in-store Mix It Bar aimed to attract people through its impactful
visuals and premium fixtures, complemented by specialist staff. The
bar experience guided customers through the rituals of the ideal serve,
including advice on how to recreate the experience at home. The activation also
featured recipe cards, gift boxes and gwps, including a stylish Grey Goose
branded duffle bag.
Parker Gundersend, vice president for DFS North America, said:
“This is a luxurious experience that has delighted shoppers at the Tom Bradley
International Terminal, giving them a uniquely local encounter and an
entertaining and memorable farewell from Los Angeles. We are delighted to
partner with Bacardi in creating initiatives that drive category growth through
differentiation, delivering unique experiences that truly resonate with the
traveller.”
Geoff Biggs, regional director, Americas Bacardi Global
Travel Retail, highlighted how the tasting encounter strengthened the customer
experience: “Cocktails of the World is a stylish and entertaining way to engage
consumers new to the Bacardi portfolio and also to demonstrate to those already
familiar with the selected brands the ideal way to enjoy them, particularly in
the classic on the rocks style that is instantly understood and accessible to
all. Our insight programme shows that an expertly guided tasting experience is
the most effective way to engage, convince and convert the consumer, leading to
greatly enhanced brand advocacy.
“Working closely with DFS we ensured a truly high class,
personalised service experience for the consumer, with immaculate presentation
and exceptional service to enhance the brand adventure and demonstrate how easy
it is to replicate the perfect classic serve at home. We’ve seen a great
response at LAX, not only in driving sales and brand awareness but also in the
array of ecstatic comments from consumers who thoroughly enjoyed the
experience.”
Bacardi Global Travel Retail and DFS have also partnered
to create upcoming Cocktails of the World presentations at the key airport
gateways of Singapore, Abu Dhabi and Hong Kong.
