Bacardi Vice President Travel Marketing Jose Chao celebrates the success of the Mojito Experience

US. Bacardi Group’s Bacardi Mojito Experience descended on the IAADFS Duty Free Show of the Americas last week with a Mojito themed cocktail party.

Hosted by Bacardi Global Travel Retail, the party offered guests the chance to unwind after a hectic second day of business and sample an original Bacardi Mojito created by the Bacardi barmen.

Bacardi Vice President Travel Marketing Jose Chao welcomed guests to the event, also taking the chance to highlight the success of the overall Mojito campaign. “Welcome to the Bacardi party in celebration of the top-selling drink in the world right now, Bacardi Mojito,” he said. “We have worked hard to develop a quality spirit, a quality drink in the true spirit of partying.”

Following a tasting session, dancers from the NBA’s Miami Heat dance troupe took to the stage to recreate the Bacardi Mojito ‘The Muddler’ television advertising campaign created by music video director Lil’ X. Chao then invited everyone to join him on the dance floor as a camera crew filmed the event.

The Mojito Experience campaign has been running within the travel retail sector over the past eight months, under the direction of Marketing Director Global Travel Retail Worldwide Gary Chau.

Bacardi barmen were kept busy creating the famous Mojito cocktail

The promotion gives travellers the opportunity to taste Bacardi Mojitos at specially designed Bacardi Mojito Lifestyle Experience stations situated in airports around the world. Bar staff can teach guests how to make the cocktail and – with selected purchases – guests receive a branded muddler and a leaflet explaining how to make the drink.

The Mojito Experience campaign follows on from the highly successful Bacardi Mojito Lifestyle campaign which was launched in July 2006. The two-month Mojito Lifestyle promotion saw Bacardi form a strategic partnership with Carnival Cruise Lines. During that period an average of 7,000 Bacardi Mojitos were sold fleet-wide each week – the total of 56,000 Mojitos bringing Carnival US$445,200 in increased revenue.

NOTE: For an interesting background look at how Bacardi developed its overall Mojito brand marketing capaign, click here.


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