BACARDÍ rum cocktails, personalised gifting and photo opportunities are the main attractions in a ground-breaking shopper campaign showcasing the BACARDÍ premium rum portfolio in partnership with Duty Free Americas at Miami International Airport.
In a travel retail first, international and domestic travellers can purchase the BACARDÍ range from the space in Terminal D during the peak gifting season, through 3rd January 2020. Domestic purchases are made via ReserveBar.com, one of the disruptive new spirits delivery start-ups within the US. This is the first time that alcohol retail purchases have been made available to domestic travellers at Miami International enabling people to buy at duty free prices, have their bottles custom engraved with free shipping to home in the US*.
The campaign’s core message ‘Aged under the Caribbean sun’ is brought to life with an impactful, multi-sensory campaign located in the centre of the terminal, attracting travellers to explore the integrity behind BACARDÍ’s premium rum portfolio which spans a wide range of aged variants: BACARDÍ Cuatro (4YO), BACARDÍ Ocho (8YO), BACARDÍ Diez (10YO) and travel retail exclusive BACARDÍ Gran Reserva Especial (16YO).
A central feature of the space is a giant interactive palm tree representing ‘El Coco’ the iconic coconut tree planted by Facundo Bacardí Moreau on the day in 1862 that his father, Don Facundo Bacardí Massó, opened the first BACARDÍ distillery in Santiago de Cuba. Pulling a lever located at ‘El Coco’ – releases a golden coconut to represent one of the BACARDÍ variants, amplified by a brand ambassador expanding on the brand story behind each rum, its ageing process and taste profile, before offering a drink at the tasting bar. Consumers can sample a BACARDÍ Carta Blanca Daquiri or a BACARDÍ Cuatro Mismo cocktail, or choose to sip a BACARDÍ Ocho, BACARDÍ Diez or BACARDÍ Gran Reserva Especial. There is also the chance for shoppers to personalize the label on a bottle of BACARDÍ Carta Blanca.
As part of a series of engaging touchpoints, travellers can learn about the evocative Angels’ Share, the term given to describe liquid lost from barrels to evaporation when ageing. The warmth and humidity of the Caribbean climate accelerates this process – around three times faster than whisky ageing in colder climates, for example – but with no reduction in quality. For example, the remarkable BACARDÍ Gran Reserva Especial, aged for sixteen years can be compared to a whisky aged for over forty years, expressing a complexity and smoothness rivalling that of the world’s most exclusive Single Malts.
The airport campaign is a travel interpretation of the global BACARDÍ platform, ‘Do What Moves You’ which encourages freedom of choice and expression as Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail explains. “Creating stand-out memories for travellers is at the heart of this BACARDÍ campaign. We want to encourage people to relax and have fun as they get to understand the ageing process in BACARDÍ 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 BACARDÍ premium rums as they find the one that’s the right expression of who they are.”
Jon Bonchick, Director of Buying and Merchandising- Duty Free Americas adds. “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, BACARDÍ 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.”
