FRANCE. Diageo Global Travel is highlighting three key expressions from Don Papa – a premium dark rum brand from the Philippines – through a pop-up at Paris Charles de Gaulle Airport. It was unveiled on 1 February with Extreme Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP).
The pop-up showcases Don Papa Rum, Don Papa Baroko and Don Papa Masskara, and its design is inspired by the brand’s island home, Negros Occidental.
Locally known as Sugarlandia, it is where Don Papa rum is distilled and aged in American oak barrels. Mount Kanlaon, an active volcano on the island, provides fertile ground for sugarcane which provides molasses – Don Papa’s core ingredient.
Don Papa Rum is a signature premium aged rum, matured in former rioja and bourbon barrels before being blended by its master blender.
Don Papa Baroko is made from ‘black gold’ molasses, aged in ex-American oak, with fruity notes and a dry toasted oak finish.
And finally, Don Papa Masskara is pot distilled and infused with calamansi, the Philippine lime, and finished with siling labuyo (local chilli).
Diageo Brand & Customer Marketing Manager – Don Papa Eden Miller said: “We are excited to be bringing three of Don Papa’s expressions to Paris in an immersive pop-up which speaks to Don Papa’s production and heritage in the Philippines.
“This is a very special rum brand packed with distinctive flavours and expert craftsmanship. This pop-up, where passengers can taste and purchase the expressions, is just the start of our plans to bring the Don Papa name to life for consumers in travel retail.
“Global travel retail provides a platform to build the brand, a shop window to the world like no other. It is a place for shoppers to explore newer brands like Don Papa and we hope activations like this bring the brand story to life.
“While most rums come from South America and the Caribbean, we are shining a spotlight on Don Papa made in the Philippines as the super-premium plus segment of the rum category starts to grow.” 
