Bombay Sapphire illuminating gift pack “first of its kind”

Bombay Sapphire has been given an innovative new packaging design, which lights up when customers lift it off the shelf.

Bombay Sapphire’s new travel retail gift pack lights up when picked uplifted off the shelf

The new gift pack, created for the brand’s Infused with Imagination campaign, has been designed to illuminate for 18 seconds in a cascade of lights when it is picked up.

Powered by a battery in the base of the box, the packaging innovation is thought to be the first of its kind, and is available exclusively in global travel retail.

Richard Cuthbert, Bombay Sapphire senior brand manager for Bacardi Global Travel Retail, said: “It takes something special to grab the attention of today’s travellers and the new ‘Electro’ pack will stop them in their tracks.

“We believe it’s the most visually striking gift pack ever released in global travel retail and it’s certain to drive footfall and increase sales over the holiday season.

“The ‘Electro’ pack is a new interpretation of the brand’s association with imagination which is only made possible through the most innovative packaging design ever seen in the spirits category.”