Bacardi Global Travel Retail has launched a dedicated Bacardi rum experience within the SMT Duty Free flagship Pier 4 store at San Juan Cruise Port in Puerto Rico.
It aims to bring the story and heritage of Bacardi rum to life through cocktail sampling and an enhanced retail experience. A dedicated bar is the focus for demonstrations of the rum expressions within the Bacardi rum portfolio.
The SMT Duty Free store will also feature a dedicated area for Bacardi rums and Bacardi branded merchandise, including hats, t-shirts and cocktail-inspired memorabilia. Visitors who purchase a Bacardi Carta Blanca can personalise their bottle by selecting a custom label.
Bacardi Global Travel Retail said the experience was part of a wider drive to increase investment in the cruise channel. San Juan Cruise Port welcomed 1.8 million passengers and 517 cruise ships in 2018, a 21% increase compared to the previous year. The growth trend is expected to continue this year.
The new experience leverages the location of Bacardi’s premium rum distillery – it is 15km away in Cataño. The distillery is adjacent to the Casa Bacardi Visitor Center, the second most visited tourist venue in San Juan [with more than 200,000 visitors a year].
“Puerto Rico holds a special place for Bacardi. As home to the Bacardi rum distillery, we are committed to helping drive tourism to the island, which continues its long-term recovery after a devastating hurricane season in 2017,” commented Bacardi Global Travel Retail Regional Director Americas Geoff Biggs.
“With so much to offer, Puerto Rico is a great cruise destination and we hope guests explore the art of rum making by visiting the Casa Bacardi Visitor Center, support businesses by enjoying Bacardi cocktails at local restaurants and bars, and end their trip with a visit to the port store to pick up mementos of their island experience.”
SMT Duty Free Sales Manager Vince Laureano said: “Bacardi has brought a whole new level of shopper engagement to the retail area and, just a few days in, we’re already seeing the positive commercial impact and with many happy shoppers. This is a win-win for us all.”
The Bacardi experience at San Juan Cruise Port was produced and installed by retail-focused design and production agency, Bloommiami.
