Bacardi Global Travel Retail has unveiled a John Dewar & Sons Fine Whisky Emporium pop-up at Miami International Airport.
The copper-pipe inspired installation, built by designer Bloommiami, is located in the central atrium of Concourse D37 at the airport and will run for a month. The campaign is also being highlighted at two Duty Free Americas (DFA) stores at the terminal.
The pop-up features props highlighting the Scotch whisky’s double-ageing process and vapour infusion jars which invite passengers to explore the scent profiles of key age variants in the Dewar’s range. There are also tastings and games of double whisky pong while travellers can get temporary tattoos at Tommy’s Tattoo Parlour.
“With a diverse portfolio of 100% aged stock across all single malts and Dewar’s blends, Bacardi is firmly committed to offering whisky consumers the quality and refinement that comes with age,” said Bacardi Global Travel Retail Regional Director Americas Geoff Biggs.
“As consumers in many Latin American and Caribbean markets become more knowledgeable in their whisky choices, they are increasingly opting for the intrinsic benefits of age, resulting in unprecedented double-digit growth for Dewar’s – led by Dewar’s 15 Years Old – and significant increase in demand for our portfolio of five single malt brands.”
Duty Free Americas Director of Buying and Merchandising Jon Bonchick commented: “We are always excited by opportunities to innovate the retail experience for DFA customers and this Dewar’s campaign ticks all the boxes. It is creative in bringing something genuinely new to how shoppers explore the whisky category and is delivering positive results in foot traffic and increasing sales.”
