The space between the Air France first and business class lounges at Charles De Gaulle Airport Terminal 2F has been converted into a temporary bar. Aelia and Diageo Global Travel & Middle East (GTME) came together in March to launch ‘The World Class Collection’. It is a standalone store for Diageo’s premium brands targeted at the young business travelers. It is the first of a series of initiatives planned for the year. Diageo believes the strategic location will get them the desired shopper footfall with a high rate of sales conversion.
The temporary store has been designed by London design agency Saatchi & Saatchi X. The oblong display bar is visible from outside and it is manned by brand ambassadors who talk to the consumers about the World Class brands and mix some sample cocktails for them. The brands featured in the collection are Tanqueray No. Ten gin, Johnnie Walker Gold Label blended Scotch whisky, Grand Marnier, Cîroc vodka, Ketel One vodka and Zacapa rum.
Erik Lorincz, winner of The World Class 2010 Bartender competition is associated with Diageo as a roving brand ambassador and promotes their brands around the world. The videos flashing in the store also shows Erik Lorincz mixing cocktails featuring the brands. A specially designed cocktail book, featuring cocktail recipes that use the brands is offered to the traveler if he buys one or more of the brands being retailed. The idea behind the store is to provide the consumer a great experience and enhance their knowledge about the finest spirit brands. Aelia Operational Marketing Manager Nicolas Geslain was very happy with the remarkable implementation of the project.