A pop-up bar showcasing Diageo’s luxury spirits at
Beirut Rafic Hariri airport has proved a success with travellers, the UK
liquor giant reports. The Diageo Reserve World Class promotion was launched in December
as a partnership between Diageo Global Travel and Middle East and Beirut Duty
Free to bring the theatre of mixology to passengers.
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| Diageo Reserve World Class bar at Beirut airport |
The visually striking bar echoed the style and
sophistication synonymous with Diageo Reserve World Class, one of the world’s
most prestigious mixology competitions. During the four-week event, Hani Mohtar
from Lebanon, a former finalist in the competition, entertained travellers with
his cocktail creations that showcased different aspects of his craft and creativity, providing nearly 700 individual serves to
passengers.
Beirut Duty Free general manager Ciaran O'Neill said: “We have developed a very successful partnership with Diageo over many
years and this latest promotion has really raised the bar in terms of an
engaging customer experience and exceptional commercial results."
Double-digit sales uptick
Peter Fairbrother, global marketing director of Diageo
Global Travel and Middle East, added: “Working with Beirut Duty Free, we were
able to deliver a disruptive activation that gave a really premium feel to the
shopping experience at Beirut Duty Free. By inspiring travellers to take home a
taste of luxury through insights into amazing cocktails, we were able to drive
awareness of our Reserve brands and achieve a double-digit increase in sales
volume compared with the same period last year.”
To celebrate the fact that Johnnie Walker is the leading
Scotch whisky in Beirut Duty Free, travellers passing through the airport were given the opportunity to enter a competition
to win a trip for two to Scotland to visit the home of the brand. The winner
was Linda Kfoury, who will be travelling to Cardhu Distillery later this year, where she and her guest will stay in Drummuir Castle and enjoy a tour and tasting session at the distillery.
