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Bacardi GTR opens first Asia Pacific Whisky Emporium
Bacardi Global Travel Retail (GTR) has teamed up with retailer DFS Group to open a new “interpretation” of its John Dewar & Sons Fine Whisky Emporium at Singapore Changi Airport – the first of its kind in Asia Pacific.
Located in the Terminal 2 Wines & Spirits Duplex store, the Emporium was designed to attract millennial consumers with a storytelling installation.
The opening of the concept coincided with the DFS Whiskey Festival, which took place in June, when brand ambassador Euan Auld led tutored tastings.
The two-month pop-up sees shoppers explore flavour profiles of the Dewar’s portfolio through vapour samplings, and taste the range from ceramic egg cups presented on a wooden stave.
Showcased expressions include Dewar’s 15 Year Old, Dewar’s 18 Year Old, Craigellachie 13 Year Old, Royal Brackla 12 Year Old, Royal Brackla 16 Year Old and Royal Brackla 21 Year Old.
Above the Fountain Bar in the Duplex Store, Dewar’s 18 Year Old is featured as a principal visual as part of a distillery-quality, copper piping display to communicate the production behind the whisky.
“It’s exciting to be one of the first markets to launch this new interpretation which engages shoppers with the whisky category in a radically new and intriguing way,” said Vinay Golikeri, regional director, Asia Pacific & Middle East Africa, Bacardi GTR.
“Changi is a key airport for us to reach millennials and stage 2 luxury shoppers in the region. We are introducing them to the originality and fun of the Dewar’s family and delivering penetration and trade-up as they explore the versatility of the range.”
Brooke Supernaw DFS Group senior vice president for spirits, wine, tobacco, food and gifts, added: “We’re proud to partner with Dewar’s to enhance our in-store experience at DFS, Singapore Changi Airport and bring travellers John Dewar & Sons Fine Whisky Emporium exclusively in Asia.”
Earlier this year, Bacardi GTR targeted millennial consumers with a “highly disruptive and engaging” Dewar’s Scotch whisky activation at Frankfurt airport featuring a ‘chicken bingo’ concept.