Bacardi targets Hong Kong-China commuters with John Dewar emporium

Bacardi Global Travel Retail has unveiled the largest permanent merchandising installation of The John Dewar & Sons Fine Whisky Emporium in Hong Kong.

The company has partnered with Chinese duty free retailer Sky Connection and sister company Anway for the opening at the Free Duty store inside Hong Kong MTR Lo Wu station.

The station is home to train services between Hong Kong and mainland China, with over 100 million cross-boundary travellers using the location every year.

Brand ambassadors are on hand at the three metre wide emporium to guide shoppers through the Dewar’s portfolio. It also showcases Aberfeldy Highland Single Malt Scotch Whisky, Aultmore of the Foggie Moss Speyside Single Malt, Craigellachie Speyside Single Malt and Glen Deveron, Royal Burgh Collection.

“We have looked in detail at Chinese drinking habits and believe there is a strong opportunity to drive incremental basket spend in Scotch,” said Bacardi Global Travel Retail Regional Director Asia-Pacific Vinay Golikeri. “This opportunity will come from shoppers who were born during and since the economic reform.  They are already actively engaging with the ‘discovery’ opportunity and the brand intrinsics of the five single malts in our aged whisky portfolio.”

Bacardi sees a US$40 million incremental opportunity in global travel retail whisky. “We are convinced the key to this prize is by leveraging the appeal of discovery brands such as ours with shoppers at the second stage of luxury,” said Golikeri.

Anway/Sky Connection Merchandising & Buying Director Simon Au commented: “This is an exciting opportunity for us to bring something special to the high proportion of our shoppers who are whisky lovers and collectors. We’re delighted with the customer feedback – people are genuinely amazed to be able to purchase some of the world most awarded whiskies on their commute home.”