Running from June until the end of September, shoppers are
invited to discover classic rum cocktails at the pop-up cocktail
bar, prominently positioned in-store. The bar celebrates Bacardi in its main
country of production, and is designed as a great reminder of the classic
cocktails they will have come across during their stay on the island.
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| Passengers at San Juan Airport enjoying classic Bacardi cocktails |
Upbeat music playlist
Travellers are encouraged to get involved by mixing their own
classic rum cocktails in a fun bar. An upbeat music playlist adds to the mood
as brand ambassadors guide them across the range of rums, showing how easy it
is to conjure up an authentic taste of holiday once they are back home.
Throughout the campaign shoppers can enjoy classic
cocktails, including Carta Blanca in a mojito or a Rum Collins, the Carta Ora
Cuba Libre or to savour a Ocho Anos Old Fashioned.
The campaign will roll out to other locations globally this
summer as part of a category-driving initiative to excite shoppers with rum,
grow understanding of its versatility in cocktail-making, and also to create
easy learning about its heritage and craft.
A social, fun spirit
A social, fun spirit
With its credentials as the world’s most awarded rum brand,
Bacardi is keen to drive a significant commercial opportunity for the rum category
in travel retail. Geoff Biggs, Regional Director Americas, Bacardi Global
Travel Retail, explained: “Rum has all the age and craft credentials of whisky,
plus the massive driver of its appeal as a social, fun spirit at the heart of
many of the world’s most popular cocktails.
"The extent of the Bacardi portfolio
means we are the only rum brand with the credentials to cater across all
shopper need states and to accelerate the overall category growth opportunity.
Our Carta brands are highly accessible both in terms of taste profile and price
point, with plenty of opportunity for rum lovers to progress through the range.
For more experienced aficionados, our super-premium rums, including Bacardi
Ocho Anos and Bacardi Reserva Limitada, offer sublime sipping-rum occasions.”
Largest premium rum distillery in the world
Largest premium rum distillery in the world
Gustavo Barba, Commercial Director of Dufry,
added: “Shoppers are loving the chance to enjoy one last classic rum cocktail
before they leave the island, the obvious local link with Bacardi and its role
as a key ingredient in classic holiday drinks. The new bottle tags are also
helping people choose the right rum for their kind of cocktail, as we’re seeing
with the quantity of bottle being sold.”
The Bacardi distillery in Puerto Rico is the largest premium rum distillery in the world. Since 2004, Bacardi has operated the state-of-the-art Casa Bacardi Visitor Center. It is the second most visited tourism venue in metro San Juan, drawing more than 200,000 visitors a year to learn about the rich history of the Bacardi family and brand, as well as its unique production.
The Bacardi distillery in Puerto Rico is the largest premium rum distillery in the world. Since 2004, Bacardi has operated the state-of-the-art Casa Bacardi Visitor Center. It is the second most visited tourism venue in metro San Juan, drawing more than 200,000 visitors a year to learn about the rich history of the Bacardi family and brand, as well as its unique production.
