Bacardi is staging the debut of its new Rum Tales campaign between October 20 and November 12 2023 on the main concourse of Terminal D at Miami International Airport Terminal.

The pop-up is designed as a 360-degree experience encouraging travelers to explore and engage with Bacardi’s unrivalled portfolio of premium-plus rums. It is also the first reveal of a new classification system that Bacardi Global Travel Retail has created to help travelers navigate its rum portfolio.

The promotion features four prominent brands: BACARDI®, the most acclaimed rum brand in the world, with over 150 years of family tradition; SANTA TERESA 1796®, a solera-aged, single-estate, artisanal Venezuelan rum; PYRAT RUMS®, a superior blended Caribbean rum with an accessible flavor profile; and finally, FACUNDO®, an ultra-premium Puerto Rican rum collection that showcases Bacardi’s mastery in rum-making, sourced from the private reserves of the Bacardi family.

Developed in partnership with Miami airport’s duty-free concessionaire Duty Free Americas (DFA) and the out-of-home advertising company JCDecaux, the innovative Rum Tales pop-up features a digital Rum Selector service to help guide travelers to find their ideal choice of rum. The activation also includes a supporting digital advertising campaign, as well as premium rums new to Miami airport from Bacardi’s portfolio. such as PYRAT RUMS and the ultra-premium FACUNDO collection.

The digital Rum Selector platform – accessed via QR code within the activation space – guides travelers through an interactive quiz, asking them questions about their interests, lifestyle and flavor preferences to guide them to a recommended rum choice. Highlighting the 360-degree approach Bacardi Global Travel Retail is employing with this activation, consumers will also be encouraged to try the Rum Selector via a targeted digital marketing campaign that engages with them before they travel.

Underpinning the Rum Selector is the new classification system to make it easier for traveling shoppers to navigate the Bacardi rum portfolio. The system has three tiers:

First Discoveries

First Discoveries rums are ideal for those consumers dipping their toes into the exciting world of rum for the first time. These rums are easy to drink but have a surprising depth; they are comfortingly familiar, super flexible, and ideal mixed long over ice or shaken up into a classic cocktail. Rums that feature in the Miami pop-up in this category include BACARDI RESERVA OCHO®, a versatile, complex eight-year-old golden rum, and PYRAT XO RESERVE®, a blend of Caribbean rums aged for up to 15 years in French and American oak barrels.

Crafted & Curious

These rums appeal to existing rum drinkers eager to seek out new rums rich in story-telling and with depths to explore. Created by talented craftsmen and originating from evocative locations, these rums have a rich personality and bountiful character; they can be enjoyed in sophisticated cocktails, but also have the depth to be sipped and enjoyed neat over ice. SANTA TERESA 1796®, a super single-estate Venezuelan rum; FACUNDO NEO®, a blended

white rum aged up to eight years in white oak barrels; BACARDÍ RESERVA OCHO RYE CASK®, a rye-cask-finished expression; and BACARDÍ GRAN RESERVA DIEZ®, a rich, fruity rum, aged ten years under the Caribbean sun, all belong in this category.

Rare Finds

Rare Finds comprises remarkable rums from true artists of the rum-making craft, appealing to discerning rum connoisseurs. With lavish flavors and a rich abundance of character, these rarities cry out to be served neat, sipped slowly and savored with good company. Three exalted expressions selected from the FACUNDO Rum Collection – the private reserve of the Bacardi family – find their home in this category: FACUNDO EXIMO®, a dark 10-year-old blend of rums married together before going into the barrel; FACUNDO EXQUISITO®, an ultra-premium blend of rums aged between 7 and 23 years; and FACUNDO PARAÍSO XA®, the pinnacle of the Facundo Rum Collection – a blend of at least 23-year-old rums rested in French XO casks.

At the heart of the experience, a sensorial display inspires exploration with the sounds and scents of each collection, including Caribbean beaches, ageing barrels and rich rum, creating the ideal backdrop for the perfect rum sampling experience. Consumers can sample a wide variety of rums either neat or in cocktails, showcasing the spirit’s versatility.

Anyone buying a bottle of rum at the Rum Tales space will be gifted fun Rum Tales merchandise such as leather hip flasks and copper cocktail mugs dependent on their purchase. To provide a sense of location, consumers will also have the opportunity to take a selfie under the ‘Salud Miami’ sign.