Travel Retail and Duty Free Business Intelligence    Thursday 18 September 2014

THE FOODIE REPORT TOP STORY

'Bringing glamour back to air travel': New arrivals create a stir at Heathrow’s Bar 5 – 03/02/09

Published: 03/02/09

Source: ©The Moodie Report

By Matt Willey

The visually stunning elliptical bar, integrated within the 3,250sq m World Duty Free flagship store, echoes the contemporary style of Heathrow T5 and adds a further touch of glamour to the travel experience.
UK. Following its recent award win as ‘2008 Best Bar’ at the FX International Interiors Awards, Bar 5 at Heathrow Terminal 5 has launched a menu that offers new cocktails using Diageo premium brands.

Leading the new menu is a series of one-off ‘Specials’ that will feature on a menu insert to be updated periodically. The current offering - ‘Beyond the Waves’ – is described on the menu as "a convivial union of Baileys Original Irish Cream liqueur and Captain Morgan rum, enriched with cinnamon and delivered with a toasted finish". In addition, the core menu includes a further 11 cocktail options.

Although Bar 5 offers a wide selection from across Diageo’s drinks portfolio, the concept is designed to support the whole liquor category, with the support of other suppliers’ brands.

The menu contains over 50 spirits including whiskies (10 single malts), Irish and Canadian whiskeys, rums, aperitifs and Cognacs.

The menu's ‘First Class’ selection offers a choice of ultra-premium spirits, including Johnnie Walker Gold Label and Hennessy Paradis Extra. An extensive range of non-spirit options is also provided, including wines, champagne, soft drinks and non-alcoholic cocktails.

Diageo GTME Marketing Director Nick Robinson said: “Customer reaction to Bar 5 has been positive and vibrant and we are confident that the new menu will consolidate its reputation as an essential stopover for travellers at Terminal 5. The bar’s portfolio of premium brands is being experienced in a stylish setting with exceptional levels of service and staff interaction.

"We worked closely with World Duty Free in developing this concept and are delighted with Bar 5’s performance so far as it not only delivers a premium experience for the customer but also helps drive the whole Liquor category at World Duty Free.”

World Duty Free and Alpha Retail CEO Mark Riches added: ”Our cocktail bar epitomises World Duty Free’s vision of bringing glamour back to air travel. With the unusual cocktails on offer, teamed with the extravagant light-changing chandelier, customers are really engaging with the relaxed enviroment it offers. We have had very positive feedback from the bar staff and customers and, with Diageo, look to continue to offer customers a high level of service and product.”

The quality of the Bar 5 experience has drawn enthusiastic feedback from customers, including numerous positive comments recorded through the bar’s visitor’s book, say WDF and Diageo


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