Bacardi Global Travel Retail has teamed with Phoenicia Aer Rianta Co (PAC) to run a month-long John Dewar & Sons Fine Whisky Emporium campaign at Beirut Duty Free.
The Emporium, designed to create maximum shopper engagement, is located at the front of the duty free store in Departures.
Brand ambassadors invite shoppers to taste samples from the Dewar’s range, which are presented from a wooden stave on a feature, heritage-style serving trolley. A Dewar’s branded backdrop offers the full Dewar’s range together with various age statement expressions from Glen Deveron and Aberfeldy single malts.
Bacardi Global Travel Retail Regional Manager MEA Philippa Coleman commented: “Dewar’s is a very popular brand with long-standing affection amongst Lebanese whisky lovers. Beirut is also a 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.”
Departing Phoenicia Aer Rianta Co General Manager Ciaran O’ Neil added: “Lebanese whisky shoppers are extremely brand oriented and carry a passion for their personal favourite. 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.”
