INTERNATIONAL. We continue our enhanced coverage of last week’s pioneering Virtual Travel Retail Expo by bringing readers highlights from the event’s Engagement Lounge, home to a series of big brand launches, tastings and workshops.
Super-premium tequila was the focus for a special Bacardi-hosted session on 16 October. With Patrón driving category growth as its leader, the company has said that it sees a big opportunity beyond the US to export its momentum to Latin America, Europe, the Middle East and Asia.
“With the right space in-store, we can leverage our existing domestic market investment by nurturing consumer appreciation, disrupting perceptions of tequila by educating about its quality, versatility and sophistication in cocktail-making.”
That was a key message during this excellent Engagement Lounge session, which can be viewed in full through the video link.
