According to Delamarre, a key part of Grand Marnier’s strategy is to use duty free as a vehicle to raise the brand’s profile in Asia. Other liqueur brands are also keen to grow their business in this fast-growing market, but the herbal liqueur brand Bénédictine is unusual in having a well-established trading base in the Far East with around 85% of its export sales generated in just one market: Malaysia.
For that reason brand owner Bacardi has decided to create an exclusive version especially for the Asian travel retail market.
Launched earlier this year in time for Chinese New Year, the €65 Bénédictine 1868 Gold Medal Limited Edition was inspired by the year the liqueur won a coveted Gold Medal at the Paris International Exhibition.
Featuring special gold-themed packaging for the Asian market, this line extension was stronger than traditional Bénédictine at 43% abv and based an original recipe of the liqueur’s creator, the Venetian monk Dom Bernardo Vincelli.
As part of the product’s launch activation at Singapore Changi airport, which was staged during the peak travel and gift-giving period of Chinese New Year, brand ambassadors offered passing travellers traditional red (hongbao) envelopes (a symbol of New Year good fortune) secured with a Bénédictine DOM wax seal, which contained a message inviting them to sample Bénédictine DOM at the store’s Mix-It bar.
With a focus on encouraging younger consumers try Bénédictine DOM for the first time, the cocktail menu created for the launch featured new contemporary pairings such as The Benediction, a blend of Bénédictine DOM and Martini Alta Langa, a dry sparkling white wine; or Bénédictine DOM with rose tea. Other options included Bénédictine B&B, a blend of Bénédictine and brandy, or Bénédictine 1868, neat over ice or with lemon zest or wedge.
Whether other liqueur brands have the resources and commitment to stage such well targeted and executed promotions in key emerging market travel retail locations in the years ahead will be key to the category’s long-term chances of success.
