Bermuda-based liquor group Bacardi is marking the Chinese Year of the
Horse with several tempting gift presentations in the travel retail sector.
Here are the details:
GLEN DEVERON SCOTCH WHISKY
Bacardi has enhanced its single malt Scotch whisky brand Glen
Deveron, Royal Burgh Collection, with a dedicated Chinese New Year
presentation.
Available exclusively at World Duty Free Group stores at
London Heathrow airport’s two key terminals for Chinese traffic – Terminal 3
and Terminal 5 - the specially adapted gift boxes feature a red ribbon,
emblazoned with new year wishes and a galloping horse graphic, wrapped around
the box. The presentation is finished with a special Chinese New Year-themed
gift tag.
Reflecting the spirit of the Chinese holiday season, the
in-store tasting bars at T3 and T5 include vivid displays of red apples, which
are considered to be particularly auspicious as a traditional Chinese symbol of
peace. Wrapped in bright red wax paper,
the apples are given free to travellers as a holiday greeting and also pay
homage to The Glen Deveron distillery, located on the site of an ancient apple
orchard, with apple a characteristic flavour across the current range of three
aged single malts.
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| Glen Deveron's Chinese New Year presentation for 2014 |
The Glen Deveron single malt Scotch whisky collection is targeted
at whisky lovers wanting to expand their appreciation of single malts - and the
Chinese shopper is a particularly significant target for the brand, especially
at London Heathrow.
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, said: “This new adaptation of the gift pack shows the
adaptability of our portfolio to target key gifting periods where the needs of
the shopper in travel retail are heightened. It’s a perfect chance for
relevant shopping and exclusive experiences to play a key role in their
purchase decision. Heathrow is experiencing a significant uplift in Chinese
passenger traffic and these high-spending travellers respond positively to
engaging, innovative shopping experiences. Premium gift packs for Chinese New Year are a fantastic interpretation
of how we can meet the needs of the Chinese traveller with innovations that are
highly relevant.”
The Glen Deveron, Royal Burgh Collection, is available
exclusively from World Duty Free stores in the UK and Spain priced as follows:
Glen Deveron 16 Years Old, £41.99 (one-litre bottle); Glen Deveron 20 Years
Old, £59.99 (one-litre bottle); Glen Deveron 30 Years Old, £150.00 (70cl).
BENEDICTINE DOM
Bacardi has unveiled a limited-edition Year of the Horse gift
box for its French liqueur brand Bénédictine DOM as the central focus of its
activations for Chinese New Year at Singapore Changi airport, in a world exclusive
with leading retailer DFS.
The intricately designed new gift box, retailing at S$50.50,
encases a standard one-litre bottle of Bénédictine DOM that features
traditional celebratory colours of red and gold with dramatic decorative
graphics of galloping horses.
The seasonal gift box is being promoted until March 2 across
three terminals with full sampling, highlighting three main serve options: neat
with ice, with tonic as a chilled refreshment, or served with rose tea as a hot
drink.
An extensive programme of supporting activities and in-store
theatre includes displays from a Chinese Kungfu Tea Pourer, dramatically
serving a special blend of tea and Bénédictine DOM. The tagline ‘Share the Secret’ is used in
reference to the brand’s remarkable 500-year history and its secret recipe, developed
in 1510 by a Benedictine monk.
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| Bénédictine DOM's Year of the Horse display at Singapore Changi airport |
Irving Holmes Wong, Bacardi Global Travel Retail regional director
Asia Pacific and MEA, said: "Bénédictine DOM’s proud position at the top of
Changi’s best-selling liqueur list demonstrates the truly unique place it
occupies in the hearts and motivations of consumers in the region. This special limited edition offers Changi
travellers an exquisite and exclusive new presentation of their favourite
brand, perfectly positioned for gifting at Chinese New Year as families are
reunited in the season of bonding, sharing and celebrating.”
Brooke Supernaw, senior vice president - spirits, wine &
tobacco at DFS Group, added: “Chinese New Year is a very special time for many
world travellers, and in celebration of the Year of The Horse, we are delighted
to work with Bacardi to present to our customers at Changi a uniquely new look
and feel to a traditional and revered favourite. Within our stores, customers
will find the finest, expertly curated selection of exceptional products, and
Bénédictine DOM is amongst the most sought-after. It makes perfect sense to
feature it as one of our promotional focus for Chinese New Year.”
Bénédictine DOM has a long history in the region, ranging
from its starring role in the original recipe for the Singapore Sling cocktail to its
position as a well loved must-have in the drinks cabinet of many households. The liqueur, made to a recipe over 500 years old, has been popular
for generations.
The story of Bénédictine DOM began more than 500 years ago
in the Abbey of Fécamp in Normandy, France, when the Benedictine monk Dom
Bernardo Vincelli created a secret elixir. Today, Bénédictine DOM is still made
in Fécamp using the unchanged secret recipe of 27 herbs and spices. Distilled
and aged in Le Palais Bénédictine, the liqueur has an aroma of spices and
citrus fruit, offering notes of crisp freshness, softened by a touch of honey.
