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Bacardi GTR targets Melbourne with Grey Goose bar
Bacardi Global Travel Retail (GTR) has partnered with retailer Dufry to launch a Grey Goose pop-up bar inspired by the brand’s French heritage at Melbourne International Airport’s Terminal 2.
The pop-up bar celebrates Grey Goose’s French heritage with a classic pannier-style bicycle
Set against a digital screen backdrop featuring the new Grey Goose above-the-line campaign, the activation features a geometric bar offering cocktails such as the Grey Goose Le Grand Fizz and Espresso Martini.
The bar also features props to tell the story of Grey Goose and its French heritage with a classic pannier-style bicycle and the chance to play a game of pétanque. Point of sale merchandise such as take-away bar top tip cards offer an insider’s guide to Melbourne’s cocktail scene.
“The new generation store of Dufry in Melbourne is spectacular and the technology is state-of-the-art,” said Vinay Golikeri, regional director, Asia Pacific & Middle East Africa, Bacardi GTR.
“We’re excited that Grey Goose is the first drinks brand to leverage the incredible brand visibility of the space and create a super-premium bar environment, maximising consumer engagement with the luxury positioning of Grey Goose. Working closely with our Australia domestic market colleagues, this Grey Goose campaign is a great example of engaging consumers with a compelling brand immersion that seamlessly connects them on their travels with the best experiences of Australia’s cultural capital.”
Ken Tse, general manager Australia, Dufry Group adds: “Creating a luxurious sense of place is an important element of our new Melbourne store and we especially wanted the bar to be an iconic and memorable final out-post for the city.
“Having a category leading, ambitious global brand like Grey Goose as our launch partner is a fantastic and elegant pairing and one that our customers are responding to enthusiastically.”
Last week, Bacardi GTR teamed up with retailer Dufry for a four-month activation at San Juan’s Luis Muñoz Marin International Airport in Puerto Rico.