Millennials travel an average of 35 days per year, significantly more than any other generation. Bacardi recognized and pursued the opportunity to introduce this generation of adventurers and other curious travelers to John Dewar & Sons Scotch Whisky. The environment evoked a sense of wonder, whimsy, and exploration that magnetized the passengers in transit. The emporium was installed in the central atrium of Miami International Airport, surrounded by billboard sized brand visuals to immerse travelers into the world of Dewar’s.
The emporium not only introduced consumers to Dewar’s, but allowed them to engage with and learn to love the brand. Unique touchpoints, such as a temporary tattoo parlor, whisky pong court, and whisky vaporizers crafted memorable experiences that could easily be shared on social media through the included photo booth. A tasting bar invited visitors to try Bacardi’s premium whisky portfolio.
The structure’s design tells the story of Dewar’s double aging process: the individual malt gondolas are connected to the central totem through copper pipes, educating consumers about the smoothing benefits of double aging. Copper materiality runs throughout the activation from copper whisky pong cups to the custom tattoo chair. Travelers spent an average of 10 to 15 minutes interacting with the brand through various touchpoints, and DFA noticed sales uplift and increased foot traffic thanks to the captivating John Dewar & Sons Fine Scotch Whisky Emporium.