Bacardí delivers unique in-depth category experience at San Juan Luis Munoz Marin International Airport
Bacardi Global Travel Retail reports a strong performance from a BACARDÍ® rum portfolio shopper campaign held with Dufry at San Juan’s Luis Muñoz Marin International Airport in September.
The airport located just a few miles from the Bacardí rum distillery in Cataño, the largest premium rum distillery in the world, and this proximity added to the sense of place appeal for tourists departing the island.
Highlights of the month-long activity included an emphasis on premium offerings Bacardí Gran Reserva Ocho Años (8 Year Old Aged Rum) and Bacardí Gran Reserva Maestro De Ron, supported by expert staff offering shoppers a choice of sampling options.
The most popular serves included both classic cocktails and modern alternative expressions of iconic recipes, including the iconic Bacardí Old Fashioned, ‘the original cocktail’ from the early 1900s, featuring Bacardí Ocho. As a contemporary contrast, the stylish serving ritual for the Bacardí Gran Reserva Maestro De Ron is presented over ice with a twist of fresh orange zest. Supporting materials included free takeaway recipe cards enabling shoppers to recreate the perfect serve at home.
Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, comments on the activation: “As the category leader and the world’s most awarded rum BACARDÍ has unmatched strength to drive this relatively under-premiumiszed category forward, presenting consumers with a clear ladder of premium offerings. By featuring a diverse range of variants from across the Bacardí portfolio the promotion demonstrated quality, range and versatility in providing a perfect serve to meet the needs of every type of rum lover.”