Bacardi Global Travel Retail launched French elderberry liqueur St-Germain into US Travel Retail last month at JFK Terminal 8 with International Shoppes. St-Germain is very popular in New York, especially with bartenders in the city’s cocktail scene.
Throughout December, International Shoppes hosted a stand-alone branded St-Germain bar, featuring luxury Parisian art deco-style imagery and supported by the call to action “Vive L’Aperitif.” A range of St-Germain cocktail aperitifs were available for sampling, and prominently positioned floor-standing merchandising display units gave visual support to the bar activity.
“Liqueurs have great potential to play a more dynamic role in travel retail. Bacardi believes the strongest incremental opportunity is in ‘new news’ high quality brands such as St-Germain with its unique heritage appeal to cocktail lovers, who love its flavor and versatility,” says Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail.
“We’re delighted with the look and feel of this experience with International Shoppes …” said Biggs, adding that Bacardi will be rolling the experience out to Boston Logan and Philadelphia International and to other cruise lines later in 2015.”
The launch also covers the cruise channel with all major cruise lines featuring St-Germain cocktails. Celebrity and Norwegian Cruise Lines are also running additional consumer engagement on St-Germain in their specialist cocktail lounges.
St-Germain is a four-time Grand Gold Medal Winner, Monde Selection, and also winner of the Chairman’s Award in the Ultimate Spirits Challenge 2010.
