January 13 2017  |  Spirits & Tobacco

Bacardí® shakes up the Rum category at Malaga Airport

By Wendy Morley

Bacardi introduces aged rum to travelers through December and January

Bacardi Global Travel Retail has partnered with World Duty Free at Malaga Airport for a six-week focus on its BACARDÍ® rum range, led by Bacardi Ocho (8) Anos. Designed to engage shoppers with the versatility of rum for sophisticated drinking occasions. The campaign runs until mid-January.

At a prominent center-store position, dedicated retail ambassadors invite shoppers to enjoy the key serves of the Bacardi Ocho Old Fashioned and the Bacardi Maestro de Ron Collins as they learn the story of Bacardi, its heritage and craftsmanship. A gift-wrapping service is also offered, inspiring travelers to purchase a bottle as a gift.

In-store theater props demonstrate the barrel aging of the liquid, helping communicate this key category intrinsic in rum craftsmanship and positioning it as an alternative to whisky. Bacardi believes that premium rums offer an accessible, social and fun entry into dark spirits especially for those consumers who want to explore new spirit drinks but are daunted by the challenge of understanding the whisky category.

Aude Bourdier-Rocourt, Regional Director Europe, Bacardi Global Travel Retail, comments: “Rum has tremendous opportunity for greater premiumization in travel retail and we have identified a US$186 million opportunity for growth in the category. As market leader only Bacardi can lead that transformational change and we are doing that by campaigns such as at Malaga, simplifying the category for shoppers to understand, making it easier to explore and to shop, driving higher basket spend and conversion.”

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