 |
Travellers to Miami Airport are being served Mojito cocktails inspired by Bacardi rum, to toast the 150th anniversary |
Bacardi Global Travel Retail is commemorating the 150th anniversary of Bacardi rum with a year-long programme of events.
The celebrations have begun with airport spectaculars and the launch of a US$2,000 limited-edition decanter of rare Bacardi rum.
“Ever since Don Facundo Bacardí Massó revolutionised the world of spirits with the creation of Bacardi rum in 1862, Bacardi has been bringing people together to enjoy the very best cocktails at legendary parties,” said Bacardi Global Travel Retail Marketing Director Vinay Golikeri.
“In 2012 we will be celebrating 150 years of legendary parties with a year-long series of exciting Bacardi programmes that will engage consumers and drive footfall throughout global travel retail. It’s the perfect way to celebrate the 150th birthday of a remarkable company and a revolutionary rum.”
In San Juan and Miami, travellers will enjoy “the most extraordinary airport spectaculars ever created by Bacardi Global Travel Retail”, Golikeri enthused.
At San Juan’s Luis Muñoz Marín International Airport in Puerto Rico, giant 3D 10ft-tall Bacardi bats – the brand’s symbol – have taken up residence on the airport concourse during February. The bats are decorated with photography and advertisements celebrating the brand’s heritage as well as contemporary imagery centred on parties and cocktails. Puerto Rico is home to the largest premium rum distillery in the world.
 |
Giant 3D Bacardi bats have taken up residence on the airport concourse at San Juan Luis Muñoz Marín Airport |
High profile from concourse to stores
In Miami International Airport, the North Terminal rotunda is filled with the spirit of Bacardi as imagery of 150 years of legendary parties is on display.
Travellers to San Juan and Miami are being served a Mojito, one of the many classic cocktails inspired by Bacardi rum, to toast the 150th anniversary.
And in both airports, the brand aims to maintain its high profile from the concourse through to stores, where the latest digital merchandising units, equipped with hologram technology and tablet computers displaying the Bacardi Mix Master cocktail app, are designed to ensure maximum in-store visibility.
Rare and exclusive vintage rum launch
Taking centre stage as part of the 150th anniversary showcase in both San Juan and Miami and at other selected airports worldwide will be a rare and exclusive vintage rum.
To honour 150 years of Bacardi rum-making expertise and craftsmanship, eight Maestros de Ron, all Bacardí family members, have combined their talents to create a limited-edition product, Ron Bacardi de Maestros de Ron, Vintage, MMXII.
Described as a blend of fine rums laid to rest in oak barrels over the last 20 years and finished in 60-year-old Cognac barrels, the vintage blend is presented in a hand-blown 500ml crystal decanter housed in a leather case and retails at US$2,000. The decanters are available to purchase at premium stores globally and selected international airports.
About Bacardi rum
Bacardi was founded in Santiago de Cuba on 4 February 1862 by Don Facundo Bacardí Massó, who introduced techniques never before used in rum-making. For 150 years, the secret art of blending Bacardi rum has been handed down from one Maestro de Ron (Master Blender) to another. From its earliest years, the smooth, light-bodied spirit was an inspiration for cocktail pioneers.
 |
 |
Top picture and above: At San Juan Airport, Bacardi’s travel retail team aim to ensure maximum visibility for the brand |
