Bacardi GTR taps into trend for personalisation

Bacardi Global Travel Retail (GTR) has launched a new campaign at Frankfurt Airport that allows customers to personalise a bottle of Bacardi Carta Blanca.

Bottles of Bacardi Carta Blanca can now be personalised at Frankfurt Airport

Bacardi is offering the service initially at Heinemann stores in Frankfurt Airport before a global roll out.

The initiative taps into a “huge global trend for personalisation” and allows customers to add a name or their own message to the bottle label.

The personalisation will be a central feature within a dedicated in-store Bacardi promotional area, which will include cocktail-making demonstrations and sampling.

Julie Witherden, marketing director, Bacardi GTR, said: “There’s a huge global trend for consumer personalisation of their favourite brands and this is a key strategy in how we recruit and engage the next generation of consumers right to the heart of the Bacardi brand.

“For us this campaign is a perfect combination that allows shoppers to celebrate their Bacardi purchase in a unique way, seamlessly integrating with the significant purchase motivation in global travel retail for home cocktail-making.”

Bacardi GTR has also teamed up with Lagardère Travel Retail on a digital campaign targeting millennials at London Luton Airport and London City Airport from 20 August until the end of September.

To mark the launch of Bacardi Añejo Cuatro in April, mobile invitations are being sent to travellers with incentives to explore the new launch in-store.

Passengers will receive an invite to download a barcode to either receive a complimentary sample of Bacardi Añejo Cuatro or an invite to purchase a Bacardi product and receive a free sample of the new bottling.

Additionally, travellers using the free Wi-Fi at London City Airport in September will see a message on the landing page inviting them to download a code and present it in Aelia Duty Free store for a sample bottle of Bacardi Añejo Cuatro.