USA. Bacardi Global Travel Retail has rolled out the Rum Tales pop-up campaign at Miami International Airport in partnership with Duty Free Americas (DFA).
The activation began on 20 October and runs until 12 November on the main concourse of Terminal D.
The 360-degree pop-up is designed to draw travellers to engage with Bacardi’s line-up of premium-plus rums. It also highlights the launch of the digital Rum Selector, a classification system created by Bacardi Global Travel Retail to help travellers navigate its rum portfolio.
Bacardi Global Travel Retail has also teamed up with Out of Home advertising company JCDecaux to include a supporting digital advertising campaign.
The animation showcases the drink company’s four prominent brands including Bacardi, which it claims to be the most-acclaimed rum brand in the world, with over 150 years of family tradition.
Solera-aged, single-estate artisanal Venezuelan rum Santa Teresa 1796 is another brand on offer as well as Pyrat Rums – a super-premium Caribbean rum. Also in the spotlight is the ultra-premium Puerto Rican rum collection Facundo, which features Bacardi’s rum-making expertise and is sourced from the private reserves of the Bacardi family.
Helping travellers find their ideal rum, Bacardi Global Travel Retail has introduced the digital Rum Selector platform which can be accessed via a QR code within the activation space. It features an interactive quiz, asking customers about their interests, lifestyle and flavour preferences.
The 360-degree campaign includes pre-trip digital communications where passengers are invited to discover the Rum Selector before their journey.
The Rum Selector features three tiers:
First Discoveries
Recommended for first-time rum drinkers, First Discoveries rums are easy-to-drink but have a surprising depth. Described as comfortingly familiar and super flexible, they can be mixed long over ice or shaken up into a classic cocktail.
The rums featured in this category include the Bacardi Reserva Ocho – a versatile, complex 8 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
The rums in this category are for those seeking rums rich in story-telling and with depths to explore.
Made by craftsmen and sourced from evocative locations, these rums feature a rich character. They can be enjoyed in sophisticated cocktails or neat over ice.
The expressions included in this category are Santa Teresa 1796; Facundo Neo, a blended white rum aged up to eight years in white oak barrels; and Bacardí Gran Reserva Diez, a rich, fruity rum, aged ten years under the Caribbean sun.
Rare Finds
Selected for discerning rum connoisseurs, rums in the Rare Finds category are from true artists of the rum-making craft. They are rich in character and offer lavish flavours.
The category includes three expressions selected from the Facundo Rum Collection. These are Facundo Eximo, a dark 10 Year Old blend of rums married together before ageing; Facundo Exquisito, an ultra-premium blend of rums aged between seven and 23 years; and Facundo Paraíso Xa, a blend of 23 Year Old rums rested in French XO casks.
The activation includes multi-sensorial displays featuring the sounds and scents of each collection including Caribbean beaches, ageing barrels and rich rum.
Travellers are also offered the chance to taste a wide variety of rums either neat or in cocktails.
Those who purchase a bottle from the Rum Tales pop-up will be gifted selected free merchandise including leather hip flasks and copper cocktail mugs.
Highlighting a Sense of Place, consumers will have the opportunity to take a photo under the ‘Salud Miami’ sign.
Bacardi Global Travel Retail Head of Marketing Ignacio Vazquez said: “We are very excited to unveil the global launch of our new Rum Tales concept, signalling our ambitions to elevate the rum category and showcase the extraordinary breadth and depth of range in the Bacardi rum portfolio.
“Rum is a fascinating category, full of heritage and craft; and it’s rapidly premiumising. However, we know it can be a complex category to understand and so – with Bacardí’s position as the world’s most-awarded rum brand – we set out to help new and existing consumers navigate and explore the category, by offering many entry points that encourage new discoveries.”
Bacardi Global Travel Retail Regional Director Americas Geoff Biggs added: “Miami International is a key location for rum lovers and, with the invaluable help of our partners DFA and JCDecaux, we are confident that Rum Tales will inspire rum connoisseurs to explore our premium selections, while also recruiting new consumers and unlocking category growth potential.” ✈
