Bacardi Global Travel, in partnership with DFS Group, is bringing festive cheer to JFK T4 with a Grey Goose vodka pop-up, offering a selection of holiday offerings and innovative cocktails made for travellers in the terminal by several of New York’s most talented bartenders. They include Jillian Vose of Dead Rabbit, Evan Hawkins of Broken Shaker, Liana Oster of Dante and Channing Centeno of Otis.
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| A Ferris wheel dominates the Grey Goose pop-up at New York JFK T4 |
Tailored messages
In product news, the new Grey Goose Holiday Tin features letter magnets that allow gift-givers to craft tailored messages. Alongside JFK, it is available exclusively in travel retail shops, priced at $45.
The central feature of the JFK T4 space is an interactive illuminated Ferris wheel, prominently sited on the terminal concourse. The wheel features mini “chalets” that contain Grey Goose holiday cocktail recipes. Travellers are invited to discover the recipes by pulling a lever that opens the door to the chalet of their choice, allowing them to take a snap of the recipes to recreate at home. Those who purchase the Holiday Tin will be handed a key that opens a hidden compartment in the chalet, revealing a gift.
Mike Birch, Managing Director and Vice President - Global Travel Retail and Commercial Development, Bacardi, said: “The creativity in this engagement helps people get to know what makes Grey Goose the most recommended premium-plus vodka by bartenders, and will inspire them in their own cocktail-making. A bottle of Grey Goose is sold every 13 seconds in global travel retail, and we believe that global travel retail is an important brand-building channel. Key to that is giving consumers fantastic brand experiences on their travels that they’ll remember long after they’ve left the airport, influencing future purchase decisions as well as increasing airport sales.”
