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Bacardi GTR brings rum focus to Malaga

Bacardi Global Travel Retail (GTR) has teamed up with Dufry-owned World Duty Free (WDF) to roll out a six-week rum focus at Malaga Airport.

Bacardi GTR is on a rum communication drive at Malaga Airport
Bacardi GTR is on a rum communication drive at Malaga Airport

Focusing on its Bacardí rum range, led by Bacardí Ocho Años, the campaign will run until mid-January with the aim of highlighting the versatility of rum to passengers.

Located in a prominent, central position in-store, retail ambassadors are on hand to invite shoppers to sample two key serves: Bacardí Ocho Old Fashioned and the Bacardí Maestro de Ron Collins.

While the cocktails are created, the ambassadors share the Bacardí brand story and emphasise the simple recreation of the serves.

In-store theatre, including a demonstration of barrel ageing, communicate the production process and while positioning rum as a whisky alternative. A gift-wrapping service is also available.

“Rum has tremendous opportunity for greater premiumisation in travel retail and we have identified a $186m opportunity for growth in the category,” said Aude Bourdier-Rocourt, regional director Europe, Bacardi GTR.

“As market leader only Bacardí can lead that transformational change and we are doing that by campaigns such as at Malaga, simplifying the category for shoppers to understand, making it easier to explore and to shop, driving higher basket spend and conversion.”

Last month, Bacardi GTR hosted a John Dewar & Sons Fine Whisky Emporium at Amsterdam Schiphol Airport, with a focus on 12 aged Scotch expressions.

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