Bacardí classic rum activation at San Juan Luis Munoz Marin International Airport
Bacardí is holding a four-month activation at Dufry in San Juan Luis Munoz Marin International Airport, in Puerto Rico. This activation, called “Discover Classic Rum Cocktails With BACARDÍ“ runs from 1 June until 30 September 2017. It features the full range of Bacardí quality aged rums, all made and aged using lightly charred American white oak barrels in Puerto Rico.
Travelers are encouraged to get involved by mixing their very own classic rum cocktails in a fun bar, accompanied by an upbeat music playlist to add to the mood as retail brand ambassadors advise and guide them, showing how easy it is create the taste of their vacation once they are back home.
This activation will roll out to other locations globally this summer as part of a category-driving initiative to engage and excite shoppers with rum, grow understanding of its versatility in cocktail making and also to create easy learning about its heritage and craft.
With its credentials as the world’s most awarded rum brand, Bacardí is keen to drive a significant commercial opportunity for the rum category in Travel Retail, as Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, explains. “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.”
Gustavo Barba, Commercial Director, Dufry adds: “Shoppers are loving the chance to enjoy one last classic rum cocktail before they leave the island, the obvious local link with Bacardí 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.”