Retail in Asia

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Bacardi launches Royal Brackla in Korea with regal activation

Bacardi Global Travel Retail and The Shilla Duty Free Seoul have partnered for a three-month activation at Incheon International Airport celebrating the launch of Royal Brackla in Korea.

It is the drinks company’s first major whisky activation in Korean travel retail. It runs until the end of May and features the Royal Brackla single malt whisky 12yo, 16yo and 21yo expressions.royal_brackla_may16_02

The activation is located in a front of store position and opens on to adjacent passenger walkways.

Brand ambassadors are on hand to impart knowledge and offer tutored tastings. A royal serve ritual presents the liquid in a traditional silver Quaich, intended to exemplify the expression that ‘Kings drink out of a Quaich, not a glass’. Drops of water are added from a crystal decanter.

Branded light boxes also feature in the activation while video is used to tell the brand’s story.

Bacardi Global Travel Retail Regional Director Asia-Pacific Vinay Golikeri said: “Korea is an important market for us and the quality of this store is a stunning backdrop for this, our most regal of single malts, which is being so well received by Korean and Chinese shoppers at Incheon.