Bacardi-Martini Australia has stepped up its gifting game ahead of the festive season with this year’s release of limited edition gift-packs and products.

On offer this year are packs from Bombay Sapphire, Grey Goose, Patrón and Tails Cocktails, as well as the latest limited edition illuminated Night Vision bottle from Grey Goose. Donna Mulholland, Marketing Director for Bacardi-Martini Australia, said the gifting strategy was formed on the strong demand for these brands at Christmas each year.

“More people than ever are choosing premium spirits like Patrón tequila or Grey Goose vodka to gift to their family and friends, so the festive season is a very important time of year for us,” she said.

“We have an enviable portfolio for gifting. We are also seeing a significant growth in premium spirits as people look to treat themselves and loved-ones to an affordable luxury, particularly over the festive period.”

The goal for the festive-ready range this year was to provide something a little special to the market, that will stand out on the shelf to consumers. An example of this is with Bombay Sapphire bundling its full size spirit bottle with a branded gin goblet, and also a smaller format bottle bundled with the perfect amount of Fever-Tree Mediterranean Tonic Water in a Christmas cracker.

“When people choose a Christmas gift, they want something different to the norm. Our gift packs have fantastic visibility and that counts for consumers who want to create a memorable gifting moment. Add to that a quality design to reflect the premium quality of the spirit inside and you have a winning combination,” said Mulholland.

That need to create memorable moments is also behind the release of the latest Grey Goose Night Vision bottle – a one litre glowing bottle of the premium vodka that aims to create lasting impressions for special occasions.

What this year’s giftpacks also do is provide serving suggestions that help consumers give the gift of exploration, complete with the vessel or tool to help perfect the serve. This is why Patrón tequila and Tails Cocktails are bundled with cocktail shakers, while Grey Goose is bundled with a spritz can, designed to keep spritzed drinks cool in summer.

The 2022 gift pack releases come alongside another positive announcement too, with the global Bacardi company reaching a milestone sustainability goal.

As Mulholland said: “I am excited to share that we have re-designed all of our gift packs to remove or replace all the single-use plastic – meaning our gift packs worldwide will soon be 100 per cent plastic-free.

“This will cut almost 275 tons of single-use plastic annually. We’re a family-owned company, so doing the right thing for the planet is incredibly important to us, which is why we have driven this change. We know consumers care about the sustainability of the gifts they buy at Christmas, so we are proud to be able to offer a greener alternative across our portfolio.”

This goal to remove single-use plastic from its gift packs by 2023 was part of a slew of sustainability targets the wider company has committed to achieving over the coming years. This includes removing all plastic POS material by 2023; making 100 per cent of product packaging recyclable and 40 per cent of product packaging made from recycled content by 2025; and becoming 100 per cent plastic free by 2030.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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