Bacardi intros Star of Bombay with Sydney TR launchBy Kristiane Sherry
Bacardi Global Travel Retail and Gebr. Heinemann have partnered to launch the latest Bombay Sapphire expression, Star of Bombay, at Sydney Airport.
The super premium gin is created with two new botanicals – Sicilian bergamot and Ecuadorian ambrette seeds – and is the first variant to be produced at the new Laverstoke Mill distillery in Hampshire, UK.
Star of Bombay is presented in a new taller, slimmer bottle to offer “exceptional gifting appeal”.
Bacardi GTR chose to debut Star of Bombay in Sydney as a “launch-pad into Asia Pacific”, reflecting the importance of Australia as the brand’s second largest market for the Bombay Sapphire brand.
The activation at Sydney Airport enjoyed a dedicated space on a prime outer facing of the Heinemann store. Adjacent to a busy walkway, the “high impact experiential” promotion attracted considerable footfall. A flooring design detailing the botanicals’ source location was a central feature.
Brand ambassadors engaged with shoppers and hosted a Star & Tonic sampling initiative. One part Star of Bombay, one part Fever Tree Indian Tonic Water and served with an orange twist, the sampling initiative is said to “hero the smooth and rich liquid”.
Irving Holmes Wong, regional director Asia Pacific & MEA Bacardi Global Travel Retail commented: “It’s such a pleasure to see shoppers clearly enjoying their interaction with a brand, like they have done with Star of Bombay.
“This activation has proved to be highly disruptive, driving footfall and penetration to the gin category and we’re proud to have been one of the very first to work with Heinemann in their new venture in Sydney.”
Maik Nimrick, head of categories, Heinemann Australia added: “As one of our first brand activations at Sydney Airport, Star of Bombay has set an exceptional benchmark for the liquor category and shows the power of popular brands and great theatre in creating an energetic interaction with shoppers.”