Bacardi GTR brings E1 x Bombay Sapphire experience to Miami International Airport

Bacardi Global Travel Retail (GTR) is inviting global travelers to Step Into The Blue with Bombay Sapphire and experience the adrenaline rush of all-electric racing this November, with an unmissable E1 x Bombay Sapphire activation at Miami International Airport (MIA).

This multi-sensory activation brings to life the Bombay Sapphire partnership with the UIM E1 World Championship, the world’s first all-electric raceboat series, through an engaging blend of design, interactivity and taste discovery.

Running from November 1 to 20, 2025, the activation coincides with the exciting finale of the 2025 E1 season in Miami, taking place between November 7-8 at the Miami Seaplane Base, where only one of nine celebrity-backed teams will be crowned the 2025 Champions of the Water.

Occupying the North Terminal Exhibit Space, the activation fuses cutting-edge design and experiential touchpoints to immerse travelers in the shared world of innovation, sustainability and craftsmanship that defines both Bombay Sapphire and E1. Anchored by a full-size bespoke Bombay Sapphire livered E1 RaceBird, the attention-grabbing space provides travelers with a photo opportunity under the banner, ‘The Official Gin Sponsor of E1 Series’. Directional floor vinyls and communication plinths guide travelers through the experience, from the E1 race simulator zone, where visitors can take the helm and record their lap times on a digital leaderboard, to a branded Bombay Sapphire bar.

At the bar, brand ambassadors offer travelers the Bombay Sapphire Sparkling Lemon, E1’s official cocktail and the brand’s signature North American serve, a two-ingredient mix of Bombay Sapphire and Sanpellegrino Limonata. The striking bar counter and column wraps, designed in the iconic blue palette of Bombay Sapphire and accented with E1 branding, creates a visually uplifting energy and luxury environment.

Guests can enjoy sampling sessions, receive Bombay Sapphire-branded hats (GWPs), and learn how to recreate the Bombay Sapphire Sparkling Lemon serve at home via on-counter strut cards and bottle neck tags.

The Miami installation transforms the location’s windows, columns, and floors into a stunning canvas that reflects the spirit of the new Bombay Sapphire global communication platform, Step Into The Blue, launched this May. The campaign invites people to immerse themselves in a beautiful, blue world, and celebrates the brand’s role in bringing the essence of the occasion to life.

Natasha Curtin, Global Brand VP at Bombay Sapphire, commented, “Both Bombay Sapphire and E1 are driven by a shared passion for innovation and craftmanship. Together, we’re creating multisensorial moments – from the exhilaration of on-water action to the sparkle of a Bombay Sapphire Sparkling Lemon in hand. And with this first-of-its-kind airport activation, we wanted to bring the excitement of the Championship to life for an even broader audience.”

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, added, “This Miami activation is a fantastic opportunity for us to connect with travelers in an exciting and engaging way. The E1 race simulator and leaderboard go beyond entertainment; they’re an invitation into our brand world for consumers who seek interactivity and authentic, purpose-driven experiences.”

Bombay Sapphire is also the official partner of Team Brady, owned by NFL legend Tom Brady and defending 2024 E1 ‘Champions of the Water’, and Team Drogba Global Africa led by renowned former international footballer Didier Drogba and his partner, entrepreneur Gabrielle Lemaire.

Peter De Vries, Chief Partnerships Officer, E1 Series, said, “E1 and Bombay Sapphire are proud to bring the energy of electric racing to the US – engaging travelers arriving into Miami International Airport ahead of the E1 Miami GP through design, technology and taste which, together, reflects our shared commitment to innovation and creativity.”