The Grey Goose pop-up, in Terminal 4 until January 1 courtesy of Bacardi Global Travel and DFS Group, allows travellers to peruse a selection of holiday offerings while sipping on innovative cocktails made for them in the terminal by several of New York’s most talented bartenders.
The central feature of the space is the highly visual, interactive illuminated Ferris wheel, prominently sited on the terminal concourse.
The wheel features mini 'chalets' that contain Grey Goose holiday cocktail recipes. Travellers are invited to discover the recipes by pulling a lever that opens the door to the chalet of their choice, allowing them to take a snap of the recipes to recreate at home.
And those who purchase the Grey Goose Holiday Tin will be handed a key that opens a hidden compartment in the chalet, revealing a special gift.
Mike Birch, Bacardi's managing director and vice president of global travel retail and commercial development, says: “With five million people travelling through JFK this December with holiday celebration as a primary reason for travel, we have created a really special airport experience that’s full of surprise and fun.
“The creativity in this engagement helps people get to know what makes Grey Goose the most recommended premium plus vodka recommended by bartenders, and will inspire them in their own cocktail-making.
"A bottle of Grey Goose is sold every 13 seconds in Global Travel Retail and, we believe that Global Travel Retail is an important brand-building channel.
"Key to that is giving consumers fantastic brand experiences on their travels that they’ll remember long after they’ve left the airport, influencing future purchase decisions as well as increasing airport sales."