B&B by Bénédictine, the new liqueur from Bacardi-owned brand Bénédictine, is now launching at Singapore Changi airport,
following its successful travel retail exclusive launch in Malaysia in
2013. This new launch aims to build on
the success of the mother brand Bénédictine in southeast Asia and its status as
the number one liqueur at Changi airport.
B&B by Bénédictine is a blend of Bénédictine herbal
liqueur and French brandy, which produces a drier taste than the original
liqueur. The brandy seeks to harmonise with the 27 spices and honey found in the
original recipe, first created in 1510 by the Benedictine monks of Fécamp in
Normandy, northwest France.
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| B&B Bénédictine on promotion at Singapore Changi airport |
Working closely with the leading travel retailer DFS,
Bacardi is presenting the Bénédictine family in a promotion at Changi Airport.
The products each have gift packaging, targeting the Mother’s Day season.
Shoppers can select a one-litre Bénédictine liqueur with a
choice of gifts with purchase: a red
Thermos flask featuring a flower design, or a red tote bag with the purchase of
any two bottles. The significance of the Thermos reflects one of the suggested serves
for Bénédictine – with hot rose tea – traditionally served in a small china cup
and popular in this part of Asia.
The promotion, titled Unveil the Secret, invites travellers
to enjoy the spirit’s flavours and aromas. The natural heritage of the brand is
conveyed through displays of wooden spice boxes, presented in the style of a
traditional apothecary, which shoppers can open to enjoy the aroma of several
key spices featured in the secret recipe. Complementing these displays are antique-style paper scrolls revealing three drinking rituals: a serve with hot
rose tea; a long, cool drink with tonic, ice and lemon; and thirdly
neat.
Philippe Jouhaud, sales and marketing director for B&B
and Bénédictine, said: “The iconic position of Bénédictine in the region and
its liqueur category-leading position at Changi makes it the perfect driver of
engagement and conversion. Its appeal is multi-faceted; in fact the Singapore
Sling cocktail was created using Bénédictine as one of its original ingredients,
and we see great potential for future innovation.”
Singapore has a long relationship with Bénédictine. The
earliest mention of the brand was found in 1884 listed in an advert in the
Straits Times for John Little & Co, the oldest department store in
Singapore, founded in 1845. Bénédictine was popular with the Chinese community
early in the 20th century, especially with women, and it became a registered
trademark in Singapore in 1939.
Exports to Singapore and Malaysia continued to grow and by
the early 1950s this market had a unique significance, becoming the fourth
largest market for Bénédictine globally after France, the US and the UK.
