Rum brand Bacardí is on a mission to premiumise the category in travel retail through its latest campaign, Depth in Every Drop.

The new omnichannel campaign was launched globally in global travel retail (GTR) during the autumn, including Dubai International Airport.

Ignacio Vazquez, global head of marketing, Bacardi GTR, said: “Setting the standard for rum making globally, we are launching a new omnichannel campaign in GTR, Depth in Every Drop, with an emphasis on the commitment to barrel aged rums and craftsmanship in the Bacardi portfolio – emphasised by the secondary message ‘aged under the Caribbean sun’.

“With this campaign we also want to invite consumers to discover that premium aged rum is a beautiful, dark spirit full of complexity and character.”

The digital strategy for Depth in Every Drop follows the entire consumer journey from beginning to end, with paid and social media channels focused on pre- and post-trip consideration, driving conversion online to retail partners’ websites.

Within airports, the campaign has used digital media sites to drive footfall towards the activation space. The campaign is supported in store with cocktail demonstrations and tasting opportunities.

Vazquez added: “Rum is enjoying a renaissance in the on- and off-trade in many markets as more people discover its versatility in cocktail making, and we have the evidence to prove how this is manifesting in GTR airport stores with the success of our premium portfolio in trading people up.”

Bacardí is the biggest-selling rum in GTR with 24% share of the total category and 12% of the premium segment, according to IWSR 2021 data cited by the brand.

The GTR campaign was launched to underpin the brand’s strategy to lead the premiumisation opportunity in the rum category.