Bacardi has released details of another Global Travel Retail activation, this time for Patrón Tequila in the UK.
Following news last month of a push for Dewar’s blended Scotch in Dubai, the brand owner has installed ‘Experienca Patrón’, a pop-up in London Heathrow’s [LHR] Terminal Five. The four-month campaign, which kicked off late last month, is in partnership with GTR operator Dufry.
Heathrow was chosen as the airport is, according to Bacardi, “one of the top performing Tequila locations in GTR”.
While the pop-up has been designed to resemble “the shape and texture of the piña of the agave plant”, the brand’s ‘Patron en Lalique: Serie 3’ expression, launched in July at a price of US$7,500, receives top billing in the store. As well as highlighting the ‘Dia de Muertos’ Mexican celebration in November, digital screens will switch in the run-up to Christmas to promote gifting.
Also featuring are a pre-travel digital presence, a cocktail bar and a gift-wrapping service.
In September, Bacardi confirmed the pending appointment of Leila Stansfield, its current on-trade sales director in the UK, as the next MD for the GTR business.
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