Bénédictine 1868 Gold Medal launches at Changi

As the central focus to a new shopper experience at Singapore Changi Airport, Bacardi Global Travel Retail (BGTR) has released Bénédictine 1868 Gold Medal limited edition liqueur – commemorating the year that Bénédictine was awarded a Gold medal at the 1868 International Exhibition.  This Travel Retail exclusive is positioned as a compelling solution in the important gifting category and the world’s first launch is with DFS stores in Changi Airport .

With the brand’s immense popularity in Singapore and Malaysia – it is Changi’s top selling liqueur – Bacardi chose the Chinese New Year period to release this stunningly presented expression from the House of Bénédictine as a perfect gift purchase.

Bénédictine 1868 Gold Medal limited edition is an original Dom Bernardo Vincelli recipe, blended with Cognac and enriched with Angelica root.  Its outstanding packaging showcases the iconic Bénédictine bottle embellished by strong luxury cues of gold printed directly on to the glass, with a gold seal fixed centre-front and finished off with intricate gold foiling, featuring the blend’s 27 herbs and spices.

Irving Holmes Wong, regional director Asia-Pacific and MEA, BGTR comments: “Chinese New Year is a vital retail opportunity at Singapore Changi, especially for gifting.  As part of Bacardi’s commitment to category innovation and differentiation, a unique and special presentation of Bénédictine has been created and is one of the most popular and iconic brands in the region.  We use our insight into gifting to create tremendous uplifts in conversion by truly engaging shoppers with our portfolio of brands at point of purchase, intriguing them in new ways they want to replicate at home.

“In the case of Bénédictine 1868, sales success comes from giving them a stand-out personal experience with this fantastic liqueur – whether they are discovering its versatility for the first time or seeking it out as a new limited edition of their personal favourite.”

The enticing allure and story-telling of the House of Bénédictine is brought to life in-store and at the tasting bars with brand ambassadors offering the traditional hongbau red envelopes – a symbol of New Year good fortune – secured with a Bénédictine wax seal.  Inside, a message invites shoppers to “Share the Secret” and to experience the Bénédictine  sampling activity at the bar.

With a special emphasis on encouraging new, younger LDA consumers to explore Bénédictine for the first time, the menu of serves includes completely new and contemporary pairings such as The Benediction, a blend of Bénédictine DOM and Martini Alta Langa dry sparking white wine (launched last September) or the warm serve of Bénédictine DOM with Rose Tea.  Purist options include Bénédictine B&B or Bénédictine 1868 served in an elegant cognac glass, neat over ice or with lemon zest or wedge. The classic Singapore Sling is also available, on request.

The multi-sensory experience at the bar invites both the curious and established brand aficionados to explore the essence of Bénédictine with display jars featuring its key botanicals and to read up on the brand story courtesy of interactive digital media.

The Bénédictine activation also includes a range of promotional offers, including a complimentary Benedictine-branded Tote bag with purchases over SG$60. Bénédictine 1868 Gold Medal limited edition retails at SG$95 per bottle.

3 March 2015 - Felicity Murray The Drinks Report, editor