Bacardi Global Travel Retail and Heinemann Australia have partnered for a rum activation at Sydney Airport centred on Ocho Anos (Bacardi 8yo).
It features sampling and brand advocacy with a focus on communicating Bacardi’s heritage and craftsmanship.
The key serve is the Bacardi Ocho Old Fashioned with ambassador demonstrations designed to enable shoppers to re-create the cocktail at home. A bottle glorifier has been created to accent the barrel ageing of the liquid, which Bacardi said was positioned as an alternative to whisky.
Shoppers are also being presented with a gift wrapping option featuring Bacardi wrapped paper, personal gift tags and Bacardi wax seal.
“We have identified a US$186 million opportunity for growth in the rum category, which we believe is one of the least premiumised categories in global travel retail,” said Bacardi Global Travel Retail Regional Director Asia Pacific Vinay Golikeri. “Bacardi can lead that transformational change in simplifying the category, making it easier to explore and to shop, driving higher basket spend and conversion.”
Heinemann Australia Managing Director Constantin Wiesmann stated: “This is an exciting campaign for us which has delivered enormous appeal across the wide range of nationalities travelling through our Sydney shop. Bacardi has delivered genuine intrigue and excitement in showcasing the sophistication in rum making and the versatility of the spirit across many drinking occasions.”
