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“Credit card facilities are available,” said DFS Group’s John Hoover, with a smile writ large on his face inviting his audience to purchase the retailer’s latest Changi travel retail spirits exclusive.
But this wasn’t any ordinary bottle of spirits. He was referring to Bombay Sapphire Revelation, the S$284,000 (US$200,00) ultra-luxury decanter that was unveiled at Singapore Changi Airport Terminal 3 yesterday.
The Moodie Report and BLOG continues to track Revelation’s global launch across its five chosen retail locations – London Heathrow T5, Singapore Changi T3 and (to come) New York JFK T4, Dubai International and Sydney airports.
Yesterday’s launch was beautifully conducted and, as was well noted by Aude Rocourt, Regional Director Asia Pacific for Bacardi Global Travel Retail, it was a perfect example of the ‘Trinity’ at work – a brand, a retailer and an airport all working together (pictured below) to maximise the impact of a launch.
The Civil Aviation Authority of Singapore (CAAS) did its part by making available for the first time a fantastic space by one of T3’s water features. The Revelation promotion – done with class and understatement – will reside here for several weeks, raising awareness not just of the product itself but of the cause to which proceeds are going – children’s cleft charity The Smile Train.
The DFS team was out in force. Everyone knows of the retailer’s reputation in this business but what strikes you when you watch their team close up is the depth of talent they have, buoyed by the sheer energy and commitment each member, from trainee upwards, brings to his or her role. A class act.
John Hoover is one of DFS Group’s most experienced executives, with a knowledge of the liquor sector second to none. So when he speaks about the rejuvenation of the liquor category (an almost prohibition era term in itself, something DFS has recognised by insisting on calling it spirits, not liquor), we should all sit up and take notice.
“It’s actually a phenomenal category,” he says. “The category has reinvented itself. Today there is a tremendous amount of innovation coming from the supplier side and the retailer side.
“It’s a great category to be in and it’s going to give a lot of other categories a run for their money over the next couple of years.”
It already is and DFS, like Bacardi Global Brands and the CAAS, is playing a lead role in that resurgence.
One of those credit cards that John referred to will indeed be needed soon enough when the Changi edition of Revelation’s ‘famous five’ is snapped up.
When that moment comes – as surely it will – the renaissance of liquor… make that spirits, will be complete.