Bacardi Global Travel Retail is partnering with Dufry for a four-month rum promotion at San Juan Luis Muñoz Marin International Airport, in Puerto Rico, where Bacardi is mainly produced.
The activation, running from 1 June to 20 September, features the full range of Bacardi aged rums and invites shoppers to ‘Discover Classic Rum Cocktails with Bacardi’. The pop-up bar invites travellers to mix their own rum cocktails to an upbeat playlist while retail brand ambassadors guide them across the range of rums.
The promotion will roll out to other locations globally this summer as part of a category-driving initiative to engage and excite shoppers with rum and grow understanding of its versatility in cocktail-making, said Bacardi.
Throughout the campaign shoppers have the chance to enjoy classic cocktails, including Bacardi Carta Blanca in a Mojito or a Rum Collins, the Bacardi Carta Ora Cuba Libre or a Bacardi Ocho Años Old Fashioned.
In the mix: The activation aims to show travellers the ease and versatility of cocktail making
Bacardi Global Travel Retail Regional Director Americas Geoff Biggs said: “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 Años and Bacardi Reserva Limitada, offer sublime sipping-rum occasions.”
Dufry Commercial Director Gustavo Barba 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.”
