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Rones de Guatemala’s limited edition Ron Zacapa 30 Aniversario rum |
GUATEMALA. Rones de Guatemala has reported a huge upswing in travel retail sales, driven partly by increasing brand awareness and the success of its ultra-premium Ron Zacapa Centenario XO rum.
Walter Aguilar, who heads the duty free operation of Industrias Licoreras de Guatemala, told The Moodie Report during the TFWA World Exhibition in Cannes that travel retail sales for the year to date had surged by +61% compared to the same period in 2006.
He put this success down to a number of factors:
– New account openings for 2007, including airports at Shanghai, Beijing, Seoul and Jordan with Aldeasa;
– Increasing brand awareness among consumers showing that “our investment is paying off”;
– Duo-pack promotions offering litre bottles, particularly in mature markets such as South America with Motta and Waked;
– The ultra-premium Ron Zacapa Centenario XO product, which has moved from contributing 18% of the company’s business to about 29-32% of total sales.
The bulk of turnover is generated by the Botran 12yo and 18yo rums, which are selected by some 75-80% of customers, said Aguilar.
In Europe, the ban on drink-driving meant consumers drank less but enjoyed more exclusive products, he observed, adding that the brand was doing very well in Milan Malpensa Airport with Dufry.
Plans to go global
Industrias Licoreras de Guatemala kicked off its duty free business only three years ago, after Dufry listed the brand in several stores in the Americas and then extended the listings to Italy. “Our plan is to grow with the global travel retailers,” asserted Aguilar.
Aldeasa remains a key client, along with Weitnauer and Falic Group/UETA. In the airline sector, new inflight listings include South American carriers Copa Airlines and TACA Airlines.
* Rones de Guatemala sponsored the cocktails at the Misaki party in Cannes during the TFWA fair.
MORE STORIES ON RONES DE GUATEMALA
Copa Airlines lists Rones de Guatemala premium rum – 04/05/07
Rones de Guatemala sings Bohemian Rum-sody with cut glass tones – 03/05/06
Pioneering Rones de Guatemala vows to grow spirits category with aged rums – 31/03/06
