Bacardi Global Travel Retail has hailed the impact of the inaugural China International Consumer Product Exhibition (CICPE) held at the Hainan International Convention and Exhibition Center in Haikou from 7-10 May 2021*. The company took part with the spotlight on its whisky portfolio, led by Dewar’s and Aberfeldy.
It said the show presented “an important opportunity for the world’s largest privately-held spirits company to meet and engage with consumers from all over China and to host meetings with strategic business partners as it builds its duty free business in Hainan”.
Visitors to the Bacardi stand could explore Dewar’s aged, blended malts – including the award-winning Dewar’s Double Double 21 Year Old and Dewar’s Double Double 32 Year Old. The stand featured a competition linked to the official WeChat accounts of Bacardi in China – MixLab and Dewar’s – giving entrants the chance to win a bottle of Dewar’s 15 Year Old.
With many Chinese consumers driven by discovery in single malts and with age statements a purchase motivator, Bacardi said it targeted their interest through its varied portfolio. Exhibition visitors could explore the provenance behind Aberfeldy, Royal Brackla, Glen Deveron, Aultmore and Craigellachie. They could make a purchase via QR codes for click and collect from China Duty Free Group stores while in Hainan or to buy later online, within the Chinese government’s official 180-day post-trip purchase allowance period.
Patrón Tequila was also a key feature at the exhibition experience, hosted by Bacardi brand ambassadors in a collaboration between Bacardi in China and Bacardi Global Travel Retail. Visitors could sample Patrón Reposado and Patrón Añejo, discovering the small batch craftsmanship and oak ageing of these expressions.
Bacardi Global Travel Retail Managing Director Vinay Golikeri said: “The China International Consumer Product Exhibition is one of the most dynamic and strategically important opportunities for our travel retail business today and we are honoured to have been among the first international businesses to participate.
“This event has opened the way for Bacardi to reach huge numbers of Chinese consumers, to engage and excite them with our premium portfolio – especially in whisky and with Patrón tequila. Importantly, the last few days have enabled us to accelerate our digital footprint in line with Chinese spirits shopper preferences during their current trip to Hainan and to optimise the post-trip purchase allowance period. It’s also been a valuable brand-building opportunity to ensure our portfolio features in their consideration set for future trips, where on-line pre-travel research drives 50% decision-making among spirit shoppers.”
*The Moodie Davitt Report has provided daily coverage of the event in a dedicated column, which can be accessed here. We have worked closely with our strategic partner in Hainan, Hainan Hinews Media Co, whose dedicated, dynamic and highly professional team were on site throughout the Expo providing reports, pictures and videos.
Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a curated selection of all recent stories from the offshore duty free sector. Click here to subscribe free of charge and to view all back issues.
