Bacardi Global Travel Retail has partnered with Ever Rich in a John Dewar & Sons Fine Whisky Emporium installation at Taipei Songshan Airport in Taiwan.

The three-month installation, located in the corner of one of Ever Rich’s Departures stores, aims to target the high proportion of Mainland Chinese passengers at the airport. According to Bacardi, 18 million Chinese fly internationally each year and 17 million are spirits drinkers who have a strong interest in whisky.

Dewar's Emporium Song Shan 1

The visual shopper engagement installation is located in a high passenger footfall area

The John Dewar & Sons Emporium, which includes feature wall panels, back-lit shelving and branded light boxes, showcases the full range of Dewar’s aged blended whisky together with Aultmore, Aberfeldy and Craigellachie single malts.

Bacardi said a detailed focus on sampling and education at point-of-sale using a team of brand ambassadors is adding “significant” trade-up success. Shoppers are invited to explore the range, which is presented on a wooden stave on a heritage-style serving trolley.

Dewar's Emporium Song Shan 2

Sampling opportunities and the presence of brand ambassadors are leading to customers trading up, said Bacardi.

Bacardi Global Travel Retail Regional Director Asia-Pacific Vinay Golikeri commented: “We have deep insight into the Chinese traveller at the second stage of luxury. We understand their drinking habits and we know they are particularly attracted to the ‘discovery’ experience and brand intrinsics of the six brands in our aged whisky portfolio. This partnership with Ever Rich is a perfect example of how we are unlocking the US$40 million incremental opportunity in global travel retail whisky.”


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