Brand: Bacardi Global Travel Retail
Launch: Bacardi has teamed up with Heinemann to release travel retail exclusive Single Cane Estate rums, a collection of premium aged rums from the Americas.
Details: The collection, which is being launched by a series of consumer activations, is available exclusively at Heinemann airport stores including Frankfurt, Hamburg, Berlin, Vienna, Oslo, Copenhagen and Istanbul.
At Copenhagen and Frankfurt airports brand ambassadors are introducing shoppers to the collection’s initial two variants, Worthy Park Estate from Jamaica and Consuelo Estate from Dominican Republic. Customers are invited to open Kilner – style jars of Caribbean spices containing the key tasting notes and aromas of each of the rums – including cedar, tobacco, cocoa and honey. To finish the sensory experience, consumers can try both rums with a dash of spring water to open the aromas.
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Consumers at Copenhagen and Frankfurt airports are invited to take part in a sensory rum experience for the new Bacardi lines |
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Worthy Park Estate, priced at €29.90 for 1-litre, is an amber rum distilled in small batches using sugar cane harvested from the Lluidas Vale in the temperate microclimate of the Cockpit Mountains in Jamaica. Traditional pot stills are used to create the base rums that are selected for ageing in American white oak casks between two and five years.
A golden rum, Consuelo Estate is made from the juice of virgin sugar cane grown in the coastal plantations of south-eastern Dominican Republic. Consuelo Estate rum has a price point of €27.90 for a 1-litre bottle.
Both rums are housed in bottles with embossed lettering and are presented in a gift box detailing the altitude and longitude of the estates where the cane is grown, processed and distilled.
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In-store design elements include eye-catching stems of raw sugar cane |
Comment: Bacardi Global Travel Retail Managing Director Mike Birch: “As the world leader in rum, Bacardi has a unique ability to drive rum category premiumisation, the credibility to deliver new perceptions of the rum experience and the insight and innovation to create new categories within rum. Only 24%of current rum sales in global travel retail are high value compared to 76% total spirits and we are confident there’s a major opportunity in travel retail for this exciting and energetic category. Single Cane Estate Rums are a key component in Bacardi’s strategic drive to create category differentiation.”
Gebr Heinemann LTC Purchase Director Rüdiger Stelkens: “We are delighted to partner with Bacardi Global Travel Retail in creating these exclusive multi-location, in-store presentations of Single Cane Estate Rums. This latest innovative launch inspires a sophisticated new drinking occasion for the category and drives an engaging in-store experience that not only creates memorable shopper experiences but also strengthens clear differentiation for the travel retail channel.”
