USA. Bacardi Global Travel Retail has partnered with Duty Free Americas to unveil an immersive pop-up activation at Miami International Airport highlighting the super-premium Patrón Cristalino.
The month-long activation reinforces the brand’s sustainability goals, incorporating materials used from previous installations at the airport.
The eco-friendly design features a repurposed and reimagined agave-inspired lattice bar structure, a signature element of the pop-up and a fixture used at the airport for three consecutive years.
The activation centres around a sleek, circular tasting bar wrapped in the brand’s distinctive white, green and gold hues, offering samples of Patrón Cristalino.
The super-premium expression features a blend of aged 100% Blue Weber agave añejo with charcoal filtration for a refined, smooth finish. Combining vanilla, caramel and oak notes, the tequila is best served on the rocks or in curated cocktails.
Citing market data, Bacardi noted that Patrón holds the leading position in travel retail’s super-premium tequila segment with a 47% market share, continuing to drive category growth through innovations such as Patrón Cristalino, launched earlier this year.
The portfolio’s premium line-up also includes Patrón El Cielo and Patrón El Alto, both of which have delivered strong results across the Americas duty-free market, Bacardi said.
Bacardi Global Travel Retail Regional Director Americas Geoff Biggs said, “Patrón Cristalino is redefining the fast-growing cristalino category and Miami Airport is the perfect stage to introduce it to discerning travellers.
“By reusing our pop-up infrastructure, we’re proving that making sustainable choices and luxury can go hand in hand. It’s a virtuous circular business model we are hoping to use in promotions at other high-profile airport locations.” ✈
