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Bacardi highlights maturation in travel retail

Puerto Rican rum brand Bacardi has partnered with Duty Free Americas to launch a maturation-focused activation at Miami International Airport.

Bacardi highlighted the ageing process of its rum at a new travel retail activation

The pop-up travel retail boutique will educate consumers about the brand’s ageing processes, and give travellers the chance to sample Bacardi-based cocktails, taste spirits in the brand’s range and personalise gifts.

Geoff Biggs, regional director Americas, Bacardi Global Travel Retail, said: “Creating stand-out memories for travellers is at the heart of this Bacardi campaign. We want to encourage people to relax and have fun as they get to understand the ageing process in Bacardi rums and to enjoy exploring the versatility of our portfolio.

“With rums for every drinking occasion, from holiday cocktails to a considered sipping experience, we want to increase people’s appreciation of Bacardi premium rums as they find the one that’s the right expression of who they are.”

Taking over space at Terminal D in Miami International Airport, the activation is centred around a multi-sensory campaign following the core message “aged under the Caribbean sun”.

In the centre of the pop-up, travellers will find a giant interactive palm tree that represents El Coco, the coconut tree planted by Bacardi founder Facundo Bacardí Moreau in 1862 on the day the first Bacardi distillery opened.

When a lever is pulled on the tree, a golden coconut is released. Each coconut represents a different rum in Bacardi’s range and will teach travellers about the expression and its ageing processes.

Travellers will also be able to sample cocktails from the tasting bar, including a Bacardi Carta Blanca Daiquiri or a Bacardi Cuatro Mismo cocktail.

Jon Bonchick, director of buying and merchandising at Duty Free Americas, said: “Rum is an important category for us at Miami International, but shoppers are not always confident to try something new.

“With a high level of consumer trust and recognition, Bacardi is the perfect brand to inspire greater confidence especially with the educational creativity and fun in this campaign. It’s great to see people enjoying themselves within a well-planned strategy that brings excitement and footfall to the whole category.”

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