Bacardi Global Travel Retail has launched ‘Depth in Every Drop’, a new omnichannel engagement campaign for the Bacardi premium rum portfolio. The company said the move underpins its strategy “to lead the category premiumisation opportunity”.
According to The IWSR, Bacardi is the number one rum in travel retail with a 24% market share of the category and 12% of the premium segment. The travel retail portfolio spans Bacardi Cuatro, Bacardi Ocho, Bacardi Diez, Bacardi 16 Year Old and Bacardi Reserva Limitada.
Bacardi Global Travel Retail Global Head of Marketing Ignacio Vazquez explained the strategy. “The rum category in GTR is the next category to premiumise. Bacardi is uniquely positioned to drive this opportunity forward, as the only premium rum portfolio with the strategic authority to unlock the category’s true potential.
“This is underpinned by the brand’s 160-year heritage, its position as the world’s most awarded rum with over 1,000 accolades to its name, and as the original pioneer of cocktail culture, inspiring the creation of many of the world’s most popular cocktails, from the Bacardi daiquiri to the Bacardi mojito.
“Setting the standard for rum-making globally, we are launching a new omnichannel campaign in GTR, ‘Depth in Every Drop’, with an emphasis on the commitment to barrel-aged rums and craftsmanship in the portfolio – emphasised by the secondary message ‘aged under the Caribbean sun’. With this campaign we also want to invite consumers to discover that premium aged rum is a beautiful, dark spirit full of complexity and character.”
The digital strategy for ‘Depth in Every Drop’ follows the consumer journey from the moment they book their trip, before and on the day of travel, with paid and social media channels focused on pre-trip and on return-trip consideration, driving conversion online to retail partners’ websites.
The campaign is also highly visible in the airport with prime digital media sites, driving footfall towards the activation space, noted the company. The campaign is supported in-store with cocktail demonstrations and tasting opportunities that help shoppers discover their favourite rum for cocktails or sipping neat.
Vazquez continued: “Rum is enjoying a renaissance in the on and off-trade in many markets as more people discover its versatility in cocktail-making and we have the evidence to prove how this is manifesting in GTR airport stores with the success of our premium portfolio in trading people up.
“Travel is exciting, it’s in our human DNA and our rum portfolio is coming to life like never before, inspiring and delighting travellers with innovation in both product and in-store experiences, making moments matter.”
