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Black Tears increases GTR presence

Spiced Cuban rum brand Black Tears has landed travel retail listings at duty free operator Heinemann.

Black Tears
Black Tears retails for €28.90 (US$31)

The spiced rum will be available at all major airports with Heinemann stores, including Frankfurt, Dusseldorf and Vienna, for €28.90 (US$31).

Owned by Island Rum Brands, Black Tears is the sister brand to Cuban rum La Progresiva, which has seen success at Heinemann outlets.

The partnership between Island Rum Brands and Heinemann was managed by JP-GTR, a global travel retail commercial and marketing agency.

The agency’s owner, Jean-Philippe Aucher, said: “La Progresiva sold more than 3,500 bottles in the past year through Gebr Heinemann, reaching monthly sales of 150 bottles during the in-store sampling periods – an amazing result for a new brand.

“I am now excited to see the performance of Black Tears. Both brands deserve full international exposure that listings at Gebr Heinemann provide.”

Both Black Tears and La Progresiva will be promoted through secondary display placements and consumer tasting sessions at all four terminals in Frankfurt International Airport, through April and May.

“It is truly a unique opportunity for both of our brands to be exposed to the international passenger audience,” added Helena Zakmane, international commercial and marketing director of Island Rum Brands.

“I am particularly thrilled about the upcoming consumer sampling sessions at Frankfurt Airport – I cannot wait to receive the direct feedback from such a discerning crowd.”

Last year, the brand also grew its profile in Australia through a partnership with Liquor Barons.

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