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Bombay Amber arrives in Sydney airport

Bacardi Global Travel Retail has developed a high profile promotion to celebrate the arrival of its new Bombay Amber gin, with its unusual curved chrome, wood and glass bottle design, at Sydney Airport in co-operation with Nuance.

Bombay Amber, a super-premium extension of Bombay Sapphire, is a 47% ABV London Dry Gin, vapour infused with nutmeg, toasted black cardamom and balanced with bitter orange zest. The selection of botanicals is enhanced by resting the finished spirit in vintage French vermouth barrels to create a new and contemporary gin experience, in flavour and appearance. The gin was launched in April as a travel retail exclusive in Singapore Changi airport.

This is the largest activation yet for the Bombay Sapphire family of gins in the Asia Pacific region – for both travel retail and domestic markets – with the emphasis on premium expressions from the entire range including a strong presence for Bombay Sapphire.

The activation makes a highly engaging encounter for the traveller in the main Nuance Mega B departures store. The design echoes the lines of the arc-shaped  bottle, conveying a focus on disruptive contemporary design and premium materials that introduce something totally new and aspirational to the category. The arc theme is carried throughout the design in all locations, including the bar, gondolas, wall display units and the must-see cantilevered main display screen, all finished in the brand’s distinctive amber colour.

At the centre of the activity is a Bombay Amber alloy metal bar, where brand advocates lead customers through personal tutored tastings to create a memorable in-depth first connection with the brand. The signature serve is a Bombay Amber and tonic served with a twist of orange peel to accentuate the bitter orange zest botanical.  Bar staff bring added theatre to the activity with the magic of the pour as it twists its way down the specially created Bombay Amber bar spoon, which is also available as a GWP.  The simple process enhances the release of botanical aromas from the liquid and complimentary recipe cards help purchasers to re-create the perfect serve.

Cameron Beggs, national account manager, Bacardi Global Travel Retail, comments: “Bombay Sapphire is incredibly popular in Australia – and travellers have responded very positively to the activity.  The look of the whole display emphasises the distinctive, exciting identity and powerful visual appeal of Bombay Amber bottle design, and entices travellers into the store to trial the latest launch from their favourite premium gin and to discover more about the brand.

The originality of the sampling experience is a wonderfully engaging piece of theatre with an entertaining insight into the botanicals of Bombay Amber. The fun and practical element of the special Bombay Amber pouring spoon shows just how easy it is to create the perfect serve, inspiring consumers to replicate for themselves at home or on holiday.”

Philippe Boyer, CEO Nuance Australia, adds: “We are delighted to work with Bacardi Global Travel Retail to host the stunning arrival of Bombay Amber here at Sydney Airport. This is a truly exciting contemporary brand backed by exceptional quality and heritage. This super-premium expression of one of our top-selling brands fits perfectly with our aim of delivering differentiated and innovative new products to our customers, supported by highly engaging in-store activations. I’m confident that Bombay Amber will be a major success for everyone involved.”

Bombay Amber can be enjoyed neat on ice, as well as in cocktails, such as the Negroni, or in a classic G&T mix.

9 June 2014 - Felicity Murray The Drinks Report, editor