Bacardi’s Global Travel Retail division will lean into the premiumisation opportunity for rum through a worldwide marketing activation in the sales channel.
‘Depth in Every Drop’ will target travellers along “the entire consumer journey”, according to the unit. Included in the campaign is a presence on travel booking platforms and Social Media as well as out-of-home activity in airports. In-store “cocktail demonstrations and tasting opportunities” will also feature.
Financial details behind the campaign were not disclosed.
Among Bacardi’s namesake rum brand extensions to appear in the “omnichannel engagement” are the Cuatro, Ocho and Diez expressions. Citing figures from IWSR Drinks Market Analysis, Bacardi GTR said its portfolio accounts for 24% market share of rum in GTR and 12% of the “premium segment”.
Also this week, the privately-owned company announced the internal appointment of a new MD for GTR. Leila Stansfield, who has been with Bacardi since 2010, will replace incumbent Vinay Golikeri in January.
The ins and outs of the Global Travel Retail channel – Consumer Intel
