CHINA. Shenzhen Duty Free Group is celebrating the success of The Times DF Liquor Festival Cocktail Party, which drew to a close at the Times DF Haikou Mission Hills Duty-Free Complex on 19 November.
Shenzhen Duty Free Group drew on the cultural tourism resources in and around Haikou Mission Hills, to host themed parties on three consecutive evenings.
The events were attended by guests from the Guangdong and Hong Kong Chambers of Commerce, golf club executives, universities, the cultural and tourism sectors, media and government officials.
The Times DF Liquor Festival Cocktail Party was co-organised by Shenzhen Duty Free Group’s wine and spirits partners, including Rémy Martin, Johnnie Walker, Camus, Dewar’s, Courvoisier, Old Pulteney, Penfolds and Don Julio, as well as Mission Hills Group, the Communist Youth League Committee of Hainan University, Hainan Broadcasting & TV Station International Media Center and Mission Hills Centreville.
The three-night celebration featured an array of events, including A Night in Mission Hills, the Times DF Cup Hainan Free Trade Port College Foreign Language Song Contest, Mission Hills Business Gala and the 2023 Hainan Fashion Modelling Showcase.
The Times DF Liquor Festival Cocktail Party was designed to build a platform for the appreciation of high-end wines & spirits and to create an immersive and informative cultural experience around these products.
Several world-famous wine and spirits brands set up booths to showcase their products and stories. Spirits producers created special cocktails infused with brand features and Hainan characteristics for the occasion.
The event also featured flash sales of best-sellers and new product launches, creating a multitude of ‘duty free +’ retail scenarios. These integrated a wide range of elements such as in-store promotions, tastings, immersive experiences and social networking, offering consumers novel and compelling cultural tourism experiences.
While one-stop offshore duty free shopping has become an important part of the Hainan experience, today’s consumers are no longer satisfied by products alone, Shenzhen Duty Free said.
Based on that premise, the Times DF Haikou Mission Hills Duty-Free Complex has been exploring new duty free channels, and continuing to expand the concept of ‘duty free +’ as a way to revamp the image of Hainan’s offshore duty free sector.
The Times DF Liquor Festival Cocktail Party coincided with the second anniversary of the opening of the retailer’s Premium Wines and Spirits Gallery at Mission Hills.
It also served as a spectacular showcase for the flagship stores of the world-class wine and spirits brands that Times DF Haikou Mission Hills Duty-Free Complex offers, allowing guests and consumers to enjoy a variety of tastings and other activities.
A spokesperson for the retailer said the guidance and support of the central and regional governments, and the joint efforts of Shenzhen Duty Free Group and Mission Hills Group have been instrumental in the synergetic development of both Mission Hills Resort Haikou and the Times DF Haikou Mission Hills Duty-Free Complex.
To achieve the goal of cultural tourism and duty free integration, the group is taking a multi-pronged approach to boosting consumption and creating new retail scenarios and experiences. By bringing new impetus to both sectors, it hopes to support Haikou’s development into an international tourist destination and to assist the construction of the Hainan Free Trade Port.
Building on the success of the Times DF Liquor Festival Cocktail Party, Times DF Haikou Mission Hills Duty-Free Complex said it will continue to boost the concept of ‘duty Free +’ integration. Simultaneously it will promote innovative cultural tourism consumption scenarios and experiences through new ideas and business formats.
Looking forward, the company plans to lead the wave of high-quality retail in Hainan, maintain the vitality of duty free consumption and add to Haikou’s charm as a tourist destination.
By achieving these goals the company said it is working to facilitate the integrated development of Hainan’s tourism and duty free sectors and boost the contemporary transformation of the island’s service industry. ✈
