Bacardi has partnered with French travel retailer Aelia
at Paris Charles de Gaulle and Orly airports as the first locations to feature
its new John Dewar & Sons Fine Whisky Emporium. The emporium showcases Bacardi’s
extensive Scotch whisky collection across its award-winning blends and aged
single malts.
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| John Dewar & Sons Whisky Emporium at Paris CDG airport |
Strong consumer interest in age statements
Bacardi’s consumer research has revealed that the biggest
incremental opportunity is with the emerging group of shoppers moving into the
second stage of luxury. Age statements are a key purchase motivation for this
group, along with quality cues and engaging brand stories. According to the
company, they have a strong interest in Bacardi’s age statement single malts
and in the heritage of Dewar’s, the world’s most awarded blended Scotch, which
also has age statements across its core blends.
Richard Cuthbert, global marketing manager for whisky at
Bacardi Global Travel Retail, explained the strategy behind the emporium
concept: “Over the past two years we’ve activated our commitment to launching
aged whiskies with our esoteric range of rare single malts – Glen Deveron, Aberfeldy,
Aultmore, Craigellachie and Royal Brackla – and with aged Dewar’s blends. Dewar’s
has strong appeal as the world’s most awarded blended Scotch whisky for its
superb taste profile because it double ages, and it is the holder of the
longest royal warrant in whisky.
“Second-stage luxury shoppers are keen to discover brands
like ours and are motivated by the intrinsics and heritage to enable them to
‘show they know’. The John Dewar & Sons Fine Whisky Emporium is a highly
engaging customer experience which enables whisky shoppers to gain a deeper
understanding of our range and to make informed choices on what’s most suited
to their taste. “
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| Travellers sampled the spirits using a whisky flight |
Memorable and authentic experience
The experience in Paris Charles de Gaulle Terminal AC and
Orly South terminal focused on sampling the Dewar’s portfolio using an
authentic whisky flight. Items such as the whisky dispenser and framed emporium
picture brought to life John Dewar’s original small wine and spirits merchant
shop, where the brand began in 1846, before growing to become one of the
largest Scotch whisky brands in the world.
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, added: “Our aged whiskies and malts are our major strategic
focus for Bacardi in European travel retail and what we want to do is create
memorable and authentic experiences that help shoppers get to know our
portfolio. The John Dewar & Sons Fine Whisky Emporium enables their
personal discovery through the flight tastings led by trained brand ambassadors
as part of Aelia’s exceptional commitment to service at point of sale.”
Sandrine Verrecchia-Godin, senior category manager of
Aelia, added: “After the success of the Aberfeldy activation last year, it is
great to welcome more of the Bacardi whisky portfolio to Paris Charles de
Gaulle and Orly at Buy Paris Duty Free, with the John Dewar & Sons Fine
Whisky Emporium. This engaging sampling experience allowed visitors to the
activation to understand more about whisky and select the perfect one for them.
This ultimately gave our passengers a very memorable experience in our airport
stores.”
The John Dewar & Sons Fine Whisky Emporium will roll
out over the coming months to many of the world’s leading airport locations as
both temporary and permanent features.
