Bacardi GTR moves Leblon into travel retail
Bacardi Global Travel Retail (GTR) will distribute Leblon cachaça in Americas travel retail from 1 April.
According to Geoff Biggs, regional director Americas, Bacardi GTR, the cachaça brand leads the category in the region with a value market share of more than 40%.
“We see great opportunity for the brand in travel retail especially in the main market Brazil and further opportunities as we look to target U.S. and Canadian shoppers and in the cruise market, where we are launching it on cocktail menus with Starboard and Harding,” Biggs said.
Bacardi acquired the premium cachaça brand in 2015 for an undisclosed sum, after serving as a minority shareholder for a number of years.
Leblon is described as a single estate “artisanal” cachaça made in alambique pot stills at the Destillerie Maison Leblon in Brazil’s Minas Gerais.
The news comes as Bacardi GTR gets ready to exhibit at the upcoming IAADFS Duty Free Show of the Americas where it will exhibit brands from its product portfolio, including Grey Goose vodka, Bacardi Gran Reserva rum, and Dewar’s Scotch.