Bacardi activates House of Bombay in SydneyBy Kristiane Sherry
Bacardi Global Travel Retail (GTR) has partnered with Gebr. Heinemann to launch a Bombay Sapphire activation at the “Tavern Tasting Bar” in Sydney Airport.
The bar activation will continue throughout November and is designed with blue cues and branding to depict key botanicals in the gin. It is located in a prominent position in Heinemann’s new, and largest, store in the airport’s Terminal 1 Departures.
Travellers will be able to sample the entire House of Bombay portfolio at the bar, including Star of Bombay and Bombay Sapphire East.
Star of Bombay will be presented for sampling in a rocks glass over ice with a twist of orange and equal parts gin and Fever Tree tonic water.
Bombay Sapphire East will also be available to sample in a signature serve. The gin will be poured down a bar spoon and garnished with lemongrass to highlight the Thai lemongrass botanical used in the recipe.
The activation also has a festive focus, with a limited edition Seasonal Gift Box and Bar Spoon Pack available.
Bacardi GTR says travel retail is a “significant channel” for the brand, with the activation building on Star of Bombay’s launch in Sydney in May.
“With this shopper engagement, we are letting the power of this incredible brand do the talking,” said Irving Holmes Wong, regional director Asia Pacific & MEA Bacardi Global Travel Retail.
“The simplicity of these serves enables shoppers to appreciate that ‘less is more’ and to see just how easy it is for them to create a perfect serve at home using quality glassware and the best ingredients to highlight the flavour intensity of the smooth & rich liquid.
“As the category leader, and with Australia being a top market globally for House of Bombay, we are confidently best positioned to offer shoppers the ultimate gin and tonic.”
Maik Nimrick, head of categories, Heinemann Australia, added: “We’re excited to be running this highly engaging shopper activation in November, one of the busiest months of the year here at Sydney.
“The House of Bombay range is one of our lead spirit families in terms of sales and shopper appeal and so we are expecting positive results and feedback both across the range and with a halo impact on the entire gin category.”
In May this year, Bacardi GTR unveiled a new “travel retail experience” as it sought to promote Star of Bombay.