Bacardi Global Travel and Grey Goose vodka have partnered with DFS Group to open a pop-up store for the festive season at New York John F. Kennedy International Airport Terminal 4.
The campaign, which runs to 1 January, presents cocktails made in the terminal by several of New York’s leading bartenders, including Jillian Vose of Dead Rabbit, Evan Hawkins of Broken Shaker, Liana Oster of Dante and Channing Centeno of Otis.
The activation highlights a travel retail-exclusive Grey Goose Holiday Tin which features customisable letter magnets. The RRP is US$45. The pop-up centrepiece is an interactive illuminated ferris wheel, which contains mini ‘chalets’ with Grey Goose holiday cocktail recipes.
Travellers are invited to discover the recipes by pulling a lever that opens the door to the chalet of their choice, allowing them to take a snap of the recipes to recreate at home. There is also a GWP offer.
Bacardi Managing Director & Vice President Global Travel Retail and Commercial Development Mike Birch said the holiday season is a key time for Grey Goose.
“Grey Goose is for celebration and celebrations deserve the best. With 5 million people travelling through JFK this December, with holiday celebration as a primary reason for travel, we have created a really special airport experience that’s full of surprise and fun.
“The creativity in this engagement helps people get to know what makes Grey Goose the most recommended premium-plus vodka recommended by bartenders, and will inspire them in their own cocktail-making.
Birch said one bottle of Grey Goose is sold every 13 seconds in global travel retail, which represents an important brand-building channel.
“Key to that is giving consumers fantastic brand experiences on their travels that they’ll remember long after they’ve left the airport, influencing future purchase decisions as well as increasing airport sales,” Birch concluded.
