Bacardi Global Travel Retail is partnering with Duty Free Americas in a new campaign at Miami International Airport.
In a travel retail first, the Terminal 7 promotion offers international and domestic travellers the opportunity to purchase expressions from the premium Bacardi portfolio until 3 January 2020.
This is the first time that alcohol retail purchases have been made available to domestic travellers at Miami International. It enables customers to buy at duty free prices, have their bottles custom engraved and benefit from free home shipping within the US.
Domestic purchases are made via ReserveBar.com, a disruptive new spirits delivery start-up within the US. According to Bacardi GTR, this is the first time that alcohol retail purchases have been made available to domestic travellers at Miami International. It enables customers to buy at duty free prices, have their bottles custom engraved and benefit from free home shipping within the US.
The multi-sensory Bacardi campaign, with a core ‘Aged under the Caribbean sun’ message, includes cocktails, personalised gifting and photo opportunities. It highlights a range of aged variants, including Bacardi Cuatro (4 year old); Bacardi Ocho (8 year old); Bacardi Diez (10 year old) and the travel retail-exclusive Bacardi Gran Reserva Especial (16 year old).
A central feature of the space is a large interactive palm tree representing ‘El Coco’, the coconut tree planted by Facundo Bacardí Moreau in 1862 when his father, Don Facundo Bacardí Massó, opened the first Bacardi distillery in Santiago de Cuba.
Customers are encouraged to pull an El Coco lever which releases a golden coconut representing a Bacardi variant. Brand ambassadors are on-hand to expand on each rum’s story, its ageing process and taste profile. Sampling is offered at the tasting bar which features Bacardi-based cocktails Carta Blanca Daquiri and Cuatro Mismo, along with Bacardi Ocho, Diez and Gran Reserva Especial.
Shoppers also have the chance to personalise the label on a bottle of Bacardi Carta Blanca.
Further customer engagement is encouraged through touchpoints which provide details on the Angels’ Share, the term for the liquid lost from barrels to evaporation when ageing. Bacardi GTR pointed out that the warmth and humidity of the Caribbean climate accelerates this process – around three times faster than whisky ageing in colder climates – but with no reduction in quality.
The airport campaign is part of a global Bacardi ‘Do What Moves You’ platform which encourages freedom of choice and expression.
Bacardi Global Travel Retail Regional Director Americas Geoff Biggs said: “Creating stand-out memories for travellers is at the heart of this Bacardi campaign. We want to encourage people to relax and have fun as they get to understand the ageing process in Bacardi rums and to enjoy exploring the versatility of our portfolio.
“With rums for every drinking occasion, from holiday cocktails to a considered sipping experience, we want to increase people’s appreciation of Bacardi premium rums as they find the one that’s the right expression of who they are.”
Duty Free Americas Director of Buying and Merchandising Jon Bonchick commented: “Rum is an important category for us at Miami International but shoppers are not always confident to try something new.
“With a high level of consumer trust and recognition, Bacardi is the perfect brand to inspire greater confidence especially with the educational creativity and fun in this campaign. It’s great to see people enjoying themselves within a well-planned strategy that brings excitement and footfall to the whole category.”
