Bacardi GTR hosts first major Beirut activation

Bacardi Global Travel Retail (GTR) has underlined the importance of the Lebanese market by staging its largest-scale travel retail activation to date in Beirut Duty Free.

In partnership with Phoenicia Aer Rianta Co., the John Dewar & Sons Fine Whisky Emporium activity is designed for maximum shopper engagement.

Shoppers at Beirut Duty Free are invited to taste samples from the Dewar’s range, including the full Dewar’s blended range, plus Aberfeldy and Glen Deveron single malts.

Brand ambassadors are on-hand to present the whiskies from a wooden stave positioned on a heritage-style serving trolley set against a Dewar’s branded backdrop.

Philippa Coleman, regional manager MEA, Bacardi GTR, said: “Dewar’s is a very popular brand with long-standing affection amongst Lebanese whisky lovers. Beirut is a also fantastic location for us to reach regional travellers, meeting people new to the Dewar’s range and helping them discover our portfolio of single malts.”

Ciaran O’ Neil, Phoenicia Aer Rianta Co. general manager, added: “Lebanese whisky shoppers are extremely brand oriented and carry a passion for their personal favourite and Dewar’s is a market-leading brand. However they are also motivated to discover new options and the John Dewar & Sons Fine Whisky Emporium is a perfect mechanic to encourage their trade-up into something new.”

Last month, Bacardi GTR partnered with retailer Heinemann Australia to host a “powerful” shopper engagement exercise for “craft” rum Bacardí Ocho Anos at Sydney Airport.