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Bombay Sapphire takes botanical focus to Amsterdam
Bacardi Global Travel Retail has unveiled a new summer campaign that “brings to life” Bombay Sapphire’s botanical journey at Amsterdam’s Schiphol Airport.
Bombay Sapphire’s A Journey of Discovery campaign takes shoppers on a tour of the gin’s botanicals
Throughout July and August, Bombay Sapphire gin took over the prime shop-in-shop space run by Gebr. Heinemann and Schiphol Airport Retail.
The campaign, titled A Journey of Discovery, transported shoppers to an English garden on a “sensorial adventure” of the gin’s botanicals.
The in-store space featured a film of the botanical journey at the brand’s distillery at Laverstoke Mill in Hampshire, UK.
Shoppers were also presented with a take-away passport to help them navigate their way around the event and to discover the key ingredients of Bombay Sapphire and Star of Bombay from botanical sampling trays.
The passport contained recipes to inspire them on the simplicity of making their own contemporary twist on a Bombay Sapphire and tonic at home or on holiday.
“Bombay Sapphire enjoys enormous popularity in travel retail in Europe and the discovery nature of this campaign enables us to reach a new generation of gin shoppers by intriguing them with how easy it is to create different taste profiles and new twists on the classic gin and tonic,” said Aude Bourdier-Rocourt, regional director Europe, Bacardi Global Travel Retail.
Rüdiger Stelkens, purchasing director Liquor, Tobacco, Confectionery & Fine Food, Gebr. Heinemann added: “This is a perfect campaign for the summer months appealing to Bombay Sapphire fans and connecting with other shoppers curious about the range of taste profiles of the Bombay Sapphire serves.
“We are pleased with the broad shopper appeal that has been created and how the passport encourages people to buy a bottle to make the drinks for themselves on holiday or at home.”
The campaign follows Bombay Sapphire’s ‘The Grand Journey’, a series of experimental taste and sensory events inspired by the 10 “botanical locations” used to create its gin.
Last month, Bacardi Global Travel Retail partnered with retailer Dufry to launch a Grey Goose pop-up bar at Melbourne International Airport’s Terminal 2.