Bombay Sapphire launches glasshouse activation in GTR

Bacardi Global Travel Retail has launched a new activation for its Bombay Sapphire gin brand, replicating the distillery’s iconic glasshouse in two international airports.

Bombay Sapphire has transported a replica of its glasshouse to Schiphol and Auckland international airports

The gin brand has partnered with global travel retail operators Heinemann and Aelia to take over retail space at Schiphol Airport, The Netherlands, and Auckland Airport, New Zealand.

Bombay Sapphire’s latest activation replicates the distillery’s ‘iconic’ glasshouse, designed by Thomas Heatherwick, at the brand’s home at Laverstoke Mill in Hampshire, England.

The campaign includes citrus, spice and floral-flavoured atomised spritzes

At the activation, consumers can enjoy a “multi-sensory experience” that includes scented vapour droplets and innovative gin and tonic serves, which are designed to encourage consumers to discover the versatility of Bombay Sapphire.

Mike Birch, managing director Bacardi Global Travel Retail, said: “We want to inspire shoppers to create their perfect gin and tonic and there’s plenty of evidence this is working.

“Our stunning Bombay Sapphire scented vapour bubbles are disrupting the passenger journey and actively engaging them in a fun way with the botanical flavours of the world’s leading premium gin.”

Bacardi Global Travel Retail is also collaborating with two of Schiphol’s airport bars for an on-trade expression of the campaign.

As part of the on-trade campaign, customers are able to create their own perfect Bombay Sapphire serve, using tonic twists and atomised spritz options, including citrus, spice and floral flavours.

Last year, brand owner Bacardi announced that Gin Guild director and lead distiller at Bermondsey Gin, Dr Anne Brock, would become Bombay Sapphire’s master distiller.