Independent Irish drinks specialist and Virtual Travel Retail Expo exhibitor Duty Free Global (DFG) has struck a travel retail distribution partnership with US-based Caribbean rum cream liqueur brand RumChata.
The agreement will focus particularly on key European and Asia Pacific travel retail accounts.
RumChata offers a proprietary blend of aged Caribbean rum, dairy cream, cinnamon and vanilla. It can be enjoyed on its own, mixed with coffee, or blended with other spirits such as vodka, whiskey or tequila. It is sold in over 25 countries across North America, Latin America, Europe and the Caribbean.
RumChata hopes that its travel retail partnership with Duty Free Global can strengthen its global brand awareness and distribution. RumChata — along with Duty Free Global’s extensive portfolio of specialist drinks brands — will be exhibiting at the inaugural Moodie Davitt Virtual Travel Retail Expo this October.
“Traditional liqueurs have long focused on rich, heavy flavours, but we changed that,” commented RumChata Founder and Master Blender Tom Maas. “Try RumChata over ice. You’ll be shocked at the seductive flavour and light feel of the product. This is the liqueur the sun would drink while on a vacation.”
According to Maas, RumChata has always had a travel retail-first approach to expansion. He hopes the strategy will be equally effective in the European and Asia Pacific travel retail markets. He said: “Ten years ago, in RumChata’s early days, we successfully seeded the brand in the Caribbean duty free market before we even had much of a domestic US business.
“We did this to build awareness and exposure for RumChata among the many tourists traveling to that area. We’ve since created an attractive business there. Now, we wish to redeploy that strategy in Europe and select Asia Pacific accounts.”
Duty Free Global Founder and Commercial Director Barry Geoghegan commented, “We’re so pleased to be working with a best-selling and well-renowned liqueur like RumChata and have been really encouraged by the positive reactions to the brand from our network of buyers and travel retail operators already.
“The buyers particularly compliment the great-tasting flavour and unique and elegant RumChata bottle, which they believe will be very distinctive on shelf. We are very pleased to announce that we have secured a listing at Changi Airport in Singapore with Lotte Duty Free, which is now in charge of the retail operations. In addition, preparations are also well underway for introducing RumChata to our customer base at The Moodie Davitt Virtual Expo in October where DFG will have a Platinum Stand in location P1.”
Duty Free Global goes Platinum at Virtual Travel Retail Expo Duty Free Global is a Platinum Partner of the Moodie Davitt Virtual Travel Retail Expo. The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register) |
