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Consumers can choose from two Bacardi gift sets that are exclusive to travel retail | |
Just ahead of the holiday season, Bacardi Global Travel Retail has introduced two new gift packs to engage consumers with the brand.
‘Legend of the Bat’ tells the story of the ‘Rum of the Bat’ that dates back to the early years of Bacardi. Then, the founder’s wife convinced him to use the bat as an icon on each barrel after discovering a colony of fruit bats in the distillery.
In Spanish and local folklore in Cuba, where the brand was founded in 1862, the bat is said to be associated with good health, fortune and family unity. The local people, who were mostly illiterate, began to associate the bat on the barrels of rum with a symbol of quality, making it become ‘El Ron de Murciélago’ or ‘the Rum of the Bat.’
Bacardi Global Travel Retail Marketing Manager Pedro Santos said the story of the bat illustrates the rich heritage of the Bacardi brand. “It makes sense then that we should capture elements of our magnificent history in stand-out, disruptive packs that will drive shoppers to the rum fixture.”
The second gift pack, ‘Casa Bacardi Boom Box,’ celebrates the heritage of the brand’s association with music.
The Casa Bacardi Boom Box is a twin-pack that holds two 1L bottles of Bacardi Superior rum and can also be used as a speaker box by plugging in an MP3 player into the box to make it a portable music system.
Santos added: “Travel retail shoppers expect to see packs which differ from the domestic market and these new packs couldn’t be more different.”
Bacardi Global Travel Retail Managing Director Mike Birch on the company’s innovation drive (speaking on our Moodie Live platform during TFWA World Exhibition) |
