Bacardi offered Malpensa passengers the opportunity to sample the Martini range.

Formula One campaign drives Martini sales at Malpensa

By Pepi Sappal |

Bacardi offered Malpensa passengers the opportunity to sample the Martini range.

Martini’s recent ‘Formula One-inspired’ activation campaign at Malpensa Airport resulted in ‘an uplift in sales’, confirms Bacardi Global Travel Retail.

Bacardi partnered with SEA Group, IGPDecaux and Dufry to give passengers a taste of ‘Martini glamour’ – Formula One style – at one of Milan’s busiest airports, during September.

Commenting on the results, Aude Bourdier-Rocourt, Regional Director Europe, Bacardi Global Travel Retail, said: “We are extremely pleased with the uplift in sales across the Martini range.

“Our Formula One inspired Martini experiences are always very popular with consumers, helping engage them with the Martini lifestyle and its long-standing association with the Williams Martini team – the glamour and action of the track.”

The Williams’ Martini Racing show car was undoubtedly the ‘star of the concourse’, and the focus point for consumer activation, says Bacardi.



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Naoki Izumiya, Chief Executive, Asahi Group

Ivan Menezes, Chief Executive, Diageo

Mike Dolan, Chief Executive, Bacardi Limited

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Matt Shattock, Chief Executive, Beam Suntory

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Paul Varga, Chief Executive, Brown-Forman

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