## Osborne’s Dual Approach to Lunar New Year Celebrations
As the Chinese New Year, or Lunar New Year, approaches, spirits house Osborne is deploying a sophisticated, dual-pronged strategy focused on travel retail. The company’s ambition? To capture the significant spending surge associated with this globally celebrated event, catering to both gifting and personal indulgence.
## Kuala Lumpur Activation: Gold Gin’s Arrival
Osborne has partnered with PBH Duty Free to establish a Gold Gin pop-up bar directly within the arrivals hall of Kuala Lumpur International Airport (KLIA). This activation strategically targets travellers seeking a luxurious spirit, particularly those looking for premium gifts or a moment of self-reward during their journey. A key element of the offering is the incorporation of Spanish tangerines – a subtle nod to the spirit’s flavour profile.
According to Cathy Rolland, Osborne’s Global Travel Retail Manager, “Lunar New Year is an extremely important and dynamic period for travel retail, and Gold Gin is perfectly positioned to resonate with travellers seeking something special – whether for gifting or self-indulgence.”
## Iberian Ham: A Festive Touch Across Europe
Simultaneously, Osborne is implementing an exclusive travel retail packaging initiative for its 100% Iberian acorn-fed Cinco Jotas ham. The company is offering a festive sleeve design, specifically for the Year of the Horse, across select airports in Europe. This move allows consumers to enjoy this iconic Spanish ham – a cornerstone of the Osborne portfolio – alongside their travel experience.
## What This Means for Consumers
Osborne’s strategy demonstrates a keen understanding of travel retail consumer behaviour. The company’s approach isn’t just about selling spirits; it’s about providing a culturally relevant and aspirational experience. The dual offering – a premium spirit and a celebrated delicacy – directly addresses the need for both gifting options and personal treats, aligning with the celebratory nature of the Lunar New Year.
## Pros and Cons
Pros:
*
Targeted Reach:
Concentrated activation at key airport locations maximizes exposure to a high-spending, motivated audience.
*
Diversified Portfolio:
Showcases two distinct products, appealing to a broader range of consumer preferences.
*
Cultural Relevance:
Leverages the cultural significance of the Lunar New Year, enhancing brand association.
Cons:
*
Limited Reach:
Restricted to travellers at specific airports.
*
Dependency on Timing:
Success hinges on the timing and volume of travel during the Lunar New Year period.
## Looking Ahead
Osborne’s strategic deployment of its portfolio across travel retail during the Lunar New Year season underscores a broader commitment to adapting to evolving consumer tastes and leveraging key cultural events for heightened brand engagement.
