Bacardi Global Travel Retail (GTR) is celebrating its partnership with the UIM E1 World Championship, the world’s first all-electric race boat series, with a multi-sensory activation at Miami International Airport this month for Bombay Sapphire, which is the official gin of the event.
Running from November 1-20, 2025, the activation coincides with the finale of the 2025 E1 season in Miami. Taking place between November 7-8 at the Miami Seaplane Base, the finale will crown one of nine celebrity-backed teams as the 2025 Champions of the Water.
Located in MIA’s North Terminal Exhibit Space, the activation fuses cutting-edge design and experiential touchpoints to immerse travelers in the shared world of innovation, sustainability and craftsmanship that defines both Bombay Sapphire and E1, says Bacardi.
Anchored by a full-size bespoke Bombay Sapphire livered E1 RaceBird, the space provides travelers with a photo opportunity under the banner, “The Official Gin Sponsor of E1 Series.”
“This Miami activation is a fantastic opportunity for us to connect with travelers in an exciting and engaging way. The E1 race simulator and leaderboard go beyond entertainment; they’re an invitation into our brand world for consumers who seek interactivity and authentic, purpose-driven experiences,” says Darragh Ryan, Marketing Director, Bacardi Global Travel Retail.
Directional floor vinyls and communication plinths guide travelers through the experience, from the E1 race simulator zone, where visitors can take the helm and record their lap times on a digital leaderboard, to a branded Bombay Sapphire bar.
At the bar, brand ambassadors offer travelers the Bombay Sapphire Sparkling Lemon, E1’s official cocktail and the brand’s signature North American serve, a two-ingredient mix of Bombay Sapphire and Sanpellegrino Limonata.
Guests can enjoy sampling sessions, receive Bombay Sapphire-branded hats (GWPs), and learn how to recreate the Bombay Sapphire Sparkling Lemon serve at home via on-counter strut cards and bottle neck tags.
The Miami installation transforms the location’s windows, columns, and floors into a canvas that reflects the spirit of thenew Bombay Sapphire global communication platform, Step Into The Blue, launched this May. The campaign invites people to immerse themselves in a beautiful, blue world, and celebrates the brand’s role in bringing the essence of the occasion to life.
Bombay Sapphire is also the official partner of Team Brady, owned by NFL legend Tom Brady and defending 2024 E1 ‘Champions of the Water’, and Team Drogba Global Africa led by renowned former international footballer Didier Drogba and his partner, entrepreneur Gabrielle Lemaire.
Peter De Vries, Chief Partnerships Officer, E1 Series, said: “E1 and Bombay Sapphire are proud to bring the energy of electric racing to the US – engaging travelers arriving into Miami International Airport ahead of the E1 Miami GP through design, technology and taste which, together, reflects our shared commitment to innovation and creativity.”
