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Bacardi GTR launches Scotch whisky push

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Bacardi has partnered with DFS and Changi Airport Group to promote its blended and single malt Scotch whisky brands.

The initiative includes a pop-up John Dewar & Sons Fine Whisky Emporium

The initiative includes a pop-up John Dewar & Sons Fine Whisky Emporium

The campaign, which will run at Singapore's Changi airport until 11 August, features initiatives throughout the four terminals. The activation includes bars, in-store initiatives and a pop-up John Dewar & Sons Fine Whisky Emporium on the T1 concourse.

The pop-up includes an interactive 'Fortune Chicken Machine' – a mechanised hen that predicts fortunes - and is a nod to Tommy Dewar's reputation as a chicken breeder. The activation also features a sensory experience of liquid vapour sampling as well as tutored tastings of the Dewar's range and of single malts Aberfeldy, Royal Brackla, Aultmore and Craigellachie.

"As we are engaging with new whisky consumers in Asia Pacific, we wanted to do so in a new and different way that shows them how Dewar's dares to be different," said Bacardi GTR's director international key accounts Thomas Koch. "It's a perfect match for how they see themselves as different to more traditional whisky drinkers. No-one expects to see a mechanised chicken at the airport, so this visual intrigue is a strong call to action and a great opener for our retail ambassadors to engage shoppers."

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