DFS launches major campaign and ‘memory project’ as it prepares to exit Changi Airport liquor & tobacco concession

SINGAPORE. DFS Group is exiting its liquor & tobacco contract at Changi Airport with a dynamic, multi-faceted campaign featuring a series of online promotions and celebrity livestreams. It is also presenting a striking ‘memory project’ that looks back on the retailer’s history at the Singapore gateway.

As reported, long-term incumbent DFS decided not to contest the liquor and tobacco tender in 2019, which was eventually captured by Lotte Duty Free. The DFS concession expires in June.

DFS said it has sold more than 200 million bottles, housed more than 700 brands, and operated for more than 300,000 hours across its tenure as liquor & tobacco partner.

“Together, we’ve brought you the world’s best wines and spirits for 35 years. As we mark the end of a chapter, we thank you for the support over the years with this final chapter of memories.” — DFS Group

Closing a wonderful chapter: DFS Wines & Spirits closes off its time at Changi Airport with a look back at its fondest memories

To mark the end of this chapter in its history, online promotions at iShopChangiWines.com offer discounts up to -50% on selected brands. Customers can shop a wide range of wines and spirits, with taxes and duties absorbed, and receive free local delivery for a minimum purchase of S$250. In addition, customers can accumulate double points on both Changi Rewards and DFS Loyal T with every purchase.

DFS has also launched an online contest in collaboration with Singapore Memory Project, encouraging customers to contribute to the group’s online memory collection. Three winners will be selected and gifted a bottle by DFS. The contest will run until 31 May, with winners to be announced in early June via the DFS Changi Facebook page.

A walk down memory lane: (Left) The bartender face-off at the Changi Cocktail Festival (right); the first-ever ‘Craft’ Festival held at T4
(Left) One of many whisk(e)y tasting sessions DFS hosted in the airport; (right) a throwback to the old DFS Changi uniforms

The retailer has also launched a series of star-studded live-stream performances by several Singaporean artists such as Singer Benjamin Kheng, Actor Desmond Tan, Actress Irene Ang, DJ Sonia Chew, TV Host Royce Lee and many more. The performances include music, art, lifestyle, and culinary content to entertain audiences while in self-isolation.

The live stream series runs from 16 April to 7 May, every Thursday at 10pm Singapore time, through each artist’s Instagram account. Customers who tune in to the livestream series can win prizes and exclusive discounts and offers on iShopChangiWine.com. These include the chance to win up to S$400 worth of prizes and up to 10x Changi Rewards points.

Singaporean artists Royce Lee and Benjamin Tan are the headline acts for the debut livestream on 16 April

Finally, DFS Group has also launched a project called ‘DFS Changi & Hawkers United – Dabao 2020.’ Hawkers United is a programme founded by Melvin Chew — a second generation hawker from Singapore’s Chinatown complex — which offers a virtual community for local hawkers, F&B outlets, and local essential food services.

The project was launched in early April, and has since accumulated over 200,000 supporters.

From 1 to 7 May, DFS is offering S$5 #savefnbsg (Save Food and Beverage Singapore) vouchers for a minimum spend of S$250 on iShopChangiWines.com. The retailer is offering up to S$10,000 worth of vouchers to support the Hawkers United movement. A full-list of participating hawkers will be released on the iShopChangiWines.com website by the end of April.

In a statement DFS Group said, “DFS Wines & Spirits has been a familiar stop for every traveller in Changi Airport since 1985. Together, we have brought you the world’s best wines and spirits. As we mark the end of a chapter, we thank you for the support over the years with this final chapter of memories.”

Street food lovers unite: For every purchase of S$250 on iShopChangiWines.com, customers receive a S$5 voucher to be used at Hawker’s United

As we reported last August, the concession operated by DFS had around S$590 million (US$430 million) in sales in 2018, around S$400 million of that in departures, the balance from arrivals duty free. Spirits represented around 61% of departures sales, wines & Champagne about 7% and tobacco about 32%. In arrivals, spirits accounted for about 74%, the balance coming from wines & Champagne.

DFS continues to operate airport luxury goods concessions as well as downtown and cruise terminal stores in Singapore.

Food & Beverage The Magazine eZine