Star of Bombay, the new super-premium gin from Bombay
Sapphire, the world’s number one premium gin, has been the subject of a
large-scale sampling experience created by brand owner Bacardi in partnership
with German travel retailer Gebr Heinemann. The month-long programme took place
in May at Sydney, Frankfurt and Copenhagen airports and involved more than
20,000 customer samples.
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| Gebr Heinemann's Star of Bombay super-premium gin showcase at Frankfurt airport |
One of the hottest categories in travel retail
Secondary activations in an additional 12
stores across selected European airports, including Berlin, Oslo and Hamburg,
were also scheduled. A key element of the in-store experience was the sampling
of the Star of Bombay signature serve, Star & Tonic, using Fever Tree
Indian Tonic Water to provide an alternative to an evening cocktail.
Star of Bombay (47.5%abv) elevates the balance of Bombay
Sapphire with two additional botanicals: Sicilian bergamot and Ecuadorian
ambrette seeds. It is the first addition to the Bombay Sapphire
portfolio to be produced at the newly restored Laverstoke Mill, the brand’s new
distillery and visitor centre in the UK.
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, said: “We are excited to launch Star of Bombay as a world
exclusive in global travel retail with Gebr Heinemann. The launch utilises the
category-leading strength of Bombay Sapphire to deliver a vibrant injection of
exciting new news and creating an exceptional level of premiumisation for what
is one of the hottest and fastest-growing categories in travel retail.”
Star of Bombay has a fresh bottle design, aimed at enhancing
the brand’s features, including the concentric facets that convey the
complexity of the spirit.
