Bacardi GTR delivers rum ‘sense of place’ in Puerto Rico

Bacardi Global Travel Retail (GTR) has reported a “strong” performance from a Bacardi rum portfolio shopping campaign which took place at San Juan’s Luis Muñoz Marin International Airport, Puerto Rico.

Bacardi GTR has activated its Bacardí rum portfolio at its ‘home’ airport

The airport is located in close proximity to Bacardí’s rum distillery in Cataño, which added a sense of place appeal for tourists departing the island, says the group.

Hosted in partnership with retailer Dufry, the month-long September activation promoted Bacardí Gran Reserva Ocho Años and Bacardí Gran Reserva Maestro de Ron.

Expert staff offered sampling of both rums, in addition to classic and modern cocktails. These included Bacardí Old Fashioned with Bacardí Ocho, and Gran Reserva Maestro de Ron presented over ice with a twist of fresh orange zest.

Supporting materials included free takeaway recipe cards to encourage shoppers to recreate the serve at home.

“As the category leader and the world’s most awarded rum, Bacardí has unmatched strength to drive this relatively under-premiumised category forward, presenting consumers with a clear ladder of premium offerings,” said Geoff Biggs, regional director Americas, Bacardi GTR.

“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.”

Last month, Bacardi GTR launched the “oldest” Dewar’s Scotch whisky into travel retail at DFS Group’s Masters of Wines & Spirits event.