Bacardi Global Travel Retail has created a ‘high-octane’ consumer experience for Patrón Tequila at Heathrow Terminal 5.
Launched on 15 September, the Experiencia Patrón activation will run until the end of December.
The décor will change to mark different occasions, including Día de Muertos, Thanksgiving and Christmas.
Bacardi Global Travel Retail teamed up with Dufry, JC Decaux and Heathrow Airport to design the four-month pop-up.
During an exclusive media briefing at the pop-up, Sam Pickard, regional director, Europe, Bacardi Global Travel Retail (GTR), said: “This [activation] allows us to really target the consumers we want to speak to; people have more time [in airports].
“Bacardi is really committed to GTR. It’s a really important market because even if consumers don’t buy in the day, they will hopefully go back to the domestic market, so GTR is a stepping-stone for future sales.”
The pop-up has been designed to emulate the details of the agave piñas used to make Tequila.
One part of the display showcases Patrón en Lalique: Serie 3. There is also a gifting station, and a bar where guests can sample the core range of Patrón Tequila neat and in cocktails.
Brexit ‘significantly’ helping GTR sales
While passenger numbers are not yet at pre-pandemic 2019 levels, they are going up, the company confirmed.
“The value of alcohol sales is up even though passenger numbers are down,” Pickard added.
“This has been helped significantly by Brexit,” noted Jason Toy, World Duty Free area manager Heathrow.
Bacardi also highlighted how 30% of shopping in GTR is for gifting.
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Author: Melita Kiely