A limited-edition, travel retail
exclusive Bénédictine liqueur has been launched to commemorate the year that the brand was awarded a gold
medal at the 1868 International Exhibition. The Bénédictine 1868 Gold Medal Limited
Edition is aimed at the gifting category and had its world-first launch at DFS
stores in Singapore Changi airport to coincide with Chinese New Year.
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| Bénédictine 1868 Gold Medal Limited Edition at Singapore Changi airport's Mix-It-Bar |
The Bacardi-owned brand is popular in Singapore and Malaysia, and is Changi’s
top-selling liqueur. Retailing at S$95 per bottle, the new product is an
original Dom Bernardo Vincelli recipe, blended with Cognac and enriched with
Angelica root. The packaging showcases
the Bénédictine bottle embellished by strong luxury cues of gold printed
directly on to the glass, with a gold seal fixed centre-front and finished off
with intricate gold foiling, featuring the blend’s 27 herbs and spices.
“Chinese New Year is a vital retail opportunity at Singapore
Changi, especially for gifting,” said Irving Holmes Wong, regional director
Asia-Pacific, Middle East & Africa at Bacardi Global Travel Retail. “As
part of Bacardi’s commitment to category innovation and differentiation, a
unique and special presentation of Bénédictine has been created and is one of
the most popular and iconic brands in the region. We use our insight into
gifting to create tremendous uplifts in conversion by truly engaging shoppers
with our portfolio of brands at point of purchase, intriguing them in new ways
they want to replicate at home.
“In the case of Bénédictine 1868, sales success comes from
giving them a stand-out personal experience with this fantastic liqueur –
whether they are discovering its versatility for the first time or seeking it
out as a new limited edition of their personal favourite.”
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| Bénédictine 1868 glorifier |
The story of the House of Bénédictine was brought to life in-store
and at the tasting bars with brand ambassadors offering the traditional hongbau
red envelopes – a symbol of New Year good fortune – secured with a Bénédictine
wax seal. Inside, a message invited
shoppers to “Share the Secret” and to sample the drink at the bar.
With an emphasis on encouraging new, younger consumers to
explore Bénédictine for the first time, the menu of serves included fresh and
contemporary pairings such as The Benediction, a blend of Bénédictine Dom and Martini
Alta Langa dry sparking white wine, or the warm serve of Bénédictine Dom with rose
tea. Also on offer were Bénédictine B&B or Bénédictine 1868 served in a Cognac glass, neat over ice or with lemon zest or wedge. The Singapore Sling was also available on request.
The multi-sensory experience at the bar featured
display jars containing its key botanicals and interactive digital media. Developed in partnership with DFS, the Chinese New Year
experience ran across all terminals at Changi and was the first major activity
to be hosted in the new Cloud Bar at Terminal 1 – an innovative new space including
a digital touch table where people could learn about the heritage,
flavour and perfect serves. The activation also included promotional
offers, including a complimentary Bénédictine-branded tote bag with purchases
over S$60.
