Bombay launches new travel retail experience

Bombay Sapphire has launched new travel retail activations in Sydney, Frankfurt and Copenhagen to promote its new super-premium brand extension, Star of Bombay.

Bombay Sapphire has launched a travel retail activation to promote its new Star of Bombay expression

Launched by brand owner Bacardi in collaboration with duty free retailer Gebr. Heinemann, the activation will encourage shoppers to sample the bottling’s signature serve with Fever Tree Indian Tonic Water.

Further travel retail activations are planned for an additional 12 stores across a number of European airports, including Berlin, Oslo and Hamburg. More than 20,000 customer samples are planned across the month-long program running until end of May.

Star of Bombay, said to be Bombay Sapphire’s most super-premium brand extension to-date, was first unveiled in April this year.

The expression adds two new botanicals, Italian Bergamot orange peel and Ambrette Seed from Ecuador, to Bombay Sapphire’s original recipe and uses a “slow single batch” distillation method.

“These high quality, large scale customer experiences enable us to deliver memorable in-store impact that drives footfall and conversion making Star of Bombay the key to unlocking the outstanding potential for super-premium sales in the gin category,” said Aude Rocourt, Regional Director Europe for Bacardi Global Travel Retail.

Star of Bombay joins Bombay Dry, Bombay Amber and Bombay East in the brand’s extension portfolio and is the first addition to the range created at the recently opened Laverstoke Mill distillery, in Hampshire, UK.