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Bacardi GTR opens whisky pop-up at Paris CDG

Bacardi GTR has launched a pop-up experience in partnership with Lagardère at BuY Paris Duty Free, Paris Charles de Gaulle airport (2E), celebrating its Scotch whisky portfolio. 

The experience will be live at the airport until 4 December 2019.

The copper-pipe inspired design showcases key brands from the Bacardi whisky portfolio: Dewar's and four single malts — Aberfeldy, Aultmore, Craigellachie and Glen Deveron.

Travellers through Paris Charles de Gaulle can use vapour units and enjoy a whisky tasting. There is also a branded photo opportunity, enabling people to capture their experience and share on social media.

Located on the airport concourse, the headline call to action is “Dewar's – Double Aged For Smoothness”, spotlighting the ageing and blending process. Props around the installation highlight the production method involved in making the spirits.

David Hughes, regional director Europe, Bacardi Global Travel Retail says. "Bacardi is fully committed to aged stock across our entire premium portfolio of single malts and Dewar's premium blends. This campaign brings to life our passion to ensure our whisky consumers will always find the intrinsic benefits of great quality and refinement that come with age. The pop-up has strong visual appeal to attract attention, intriguing people with the incredible stories of our whiskies and we then drive the footfall to the adjacent Lagardère store."

Communication teams from Lagardère Travel Retail and SDA adds: "We are always excited by opportunities to bring excitement to the BuY Paris duty free shopping experience for our customers.   

This campaign brings a new approach to how shoppers explore the whisky category. It is delivering very positive result in foot traffic to Paris Charles de Gaulle Airport stores and increasing sales by offering an exclusive experience to travellers."

2 December 2019 - Sam Coyne The Drinks Report, editor