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Bacardi GTR brings classic cocktails to San Juan
Bacardi Global Travel Retail (GTR) has teamed up with retailer Dufry for a four-month activation at San Juan’s Luis Muñoz Marin International Airport in Puerto Rico.
Shoppers can taste classic cocktails made with Bacardi at a pop-up bar at the Luis Muñoz Marin International Airport
Running from 1 June until 30 September 2017, the ‘Discover Classic Rum Cocktails With Bacardí’ campaign will feature cocktail-making at a pop-up bar.
As the airport is located in close proximity to Bacardí’s rum distillery in Cataño, the pop-up bar has been designed to remind travellers of Bacardí classic cocktails they will have come across during their stay on the island.
Retail brand ambassadors will also be on-hand to expertly advise and guide visitors across the range of rums.
The activation will roll out to other locations globally this summer as part of a category-driving initiative to engage and excite shoppers with rum, grow understanding of its versatility in cocktail-making and also to create easy learning about its heritage and craft.
“Rum has all the age and craft credentials of whisky plus the massive driver of its appeal as a social, fun spirit at the heart of many of the world’s most popular cocktails,” said Geoff Biggs, regional director Americas, Bacardi GTR.
“The extent of the Bacardí portfolio means we are the only rum brand with the credentials to cater across all shopper need states and to accelerate the overall category growth opportunity. Our Carta brands are highly accessible both in terms of taste profile and price point, with plenty of opportunity for rum-lovers to progress through the range.”
Gustavo Barba, commercial director, Dufry adds: “Shoppers are loving the chance to enjoy one last classic rum cocktail before they leave the island, the obvious local link with Bacardí and its role as a key ingredient in classic holiday drinks.
“The new bottle tags are also helping people choose the right rum for their kind of cocktail, as we’re seeing with the quantity of bottle being sold.”