Bacardi GTR takes ‘craft’ rum focus to SydneyBy Kristiane Sherry
Bacardi Global Travel Retail (GTR) has partnered with retailer Heinemann Australia to host a “powerful” shopper engagement exercise for “craft” rum Bacardí Ocho Anos at Sydney Airport.
The campaign was an “indicator of ambition” for the long-term growth and premiumisation of the rum category, said Bacardi GTR said.
The activation was focused on creating a memorable shopper experience with sampling and brand advocacy key drivers in communicating “authentic heritage” and “craftsmanship”.
Bacardí Ocho Old Fashioned was a key serve, supported with ambassador demonstrations to enable shoppers to recreate the cocktail at home.
The in-store theatre was enhanced by a bottle glorifier to emphasise barrel ageing, and to communicate aged rums as an alternative to whisky.
Gift-wrapping options, personal gift tags and a Bacardí wax seal completed the shopper experience.
Vinay Golikeri, regional director Asia Pacific, Bacardi Global Travel Retail, said: “We have identified a US$186m opportunity for growth in the rum category, which we believe is one of the least premiumised categories in global travel retail.
“Only Bacardí as the market leader can lead that transformational change in simplifying the category, making it easier to explore and to shop, driving higher basket spend and conversion.”
Constantin Wiesmann, managing director, Heinemann Australia added: “This is an exciting campaign for us which has delivered enormous appeal across the wide range of nationalities travelling through our Sydney shop.
“Bacardí has delivered genuine intrigue and excitement in showcasing the sophistication in rum making and the versatility of the spirit across many drinking occasions.”