A two-month campaign throughout May and June sees BACARDÍ celebrating the art of rum cocktail-making at Schiphol Airport, in partnership with Heinemann duty free.
Travellers will find the cocktail campaign running across two lounges, with two prominent spaces in Lounge 1 that all passengers pass through after security control, plus a smaller activity in Lounge 2. Over 3 million passengers are expected to travel through Lounge 1 & 2 in May and June.
Cocktail demonstrations are running throughout the campaign and showcase how easy it is to create great-tasting BACARDÍ cocktails at home, such as the BACARDÍ Daiquiri and the BACARDÍ Cuatro Highball. Shoppers who purchase BACARDÍ Carta Blanca can personalise their bottle by selecting a name and message and have it printed on the bottle, making their purchase the perfect gift or memento of their trip. In addition, shoppers spending in excess of €25 can choose from a selection of prizes in an interactive game.
Recently, the reigning 2018 global winner of the BACARDÍ Legacy Cocktail Competition winner, Amsterdam’s own Eric Van Beek, took over a pop-up bar in the Heinemann duty free store for a special guest appearance, delighting travellers by serving his award-winning signature cocktail, ‘Cariño’.
The BACARDÍ Legacy Cocktail Competition is one of the most prestigious bartender competitions in the world, with top bar professionals from around the world competing for the annual title. The competition aims to challenge bartenders to create the BACARDÍ rum cocktail with the greatest potential to establish itself as a classic and join the pantheon of BACARDÍ Legacy cocktails alongside the Mojito, Daiquirí and Old Fashioned before it.
Eric said, “During the 2018 competition, I flew in and out of Schiphol dozens of times as I travelled around the world to promote Cariño. The buzz was immense and so it’s a pleasure to be back here today to bring Cariño to a new audience of consumers from around the world. It’s often hard to find a great cocktail at an airport and this BACARDÍ initiative is fantastic.”
David Hughes, Regional Director Europe, BACARDÍ Global Travel adds: “Rum is the last spirits category to premiumise in Global Travel Retail and, as the best selling rum in Global Travel Retail, with 31% share* (IWSR 2017), BACARDÍ is leading the way by introducing consumers to the versatility of our premium rums that guarantee fantastic cocktails. The BACARDÍ cocktail take-over at Schiphol takes the intimidation out of cocktail-making and shows consumers just how easy it is to mix, shake and stir a great drink to impress guests at home. We have designed the campaign to educate consumers on how to achieve the right balance in a BACARDÍ cocktail, whatever your signature style. Having Eric Van Beek join us for a day was incredibly popular with consumers – perfect to talk about and share on social media.”
Simon Asmus, Managing Director of Schiphol Airport Retail is pleased with the reaction from passengers. “Our ambition at Schiphol Airport Retail is to add fun, surprise and delight for our passengers, helping them find new ways to enjoy the brands we sell. It’s amazing how many people are inspired by the idea of making their own cocktails at home and we have already seen a significant increase in BACARDÍ sales and passengers telling us how much they are enjoying the cocktail experience. This is exactly the kind of creativity the rum category needs.”
Copyright The Duty Free Hunter 2020