June 26 2024  |  Spirits & Tobacco

Bacardi GTR targets travel retail growth with new BACARDÍ Caribbean Spiced

By Wendy Morley

Bacardi Global Travel Retail introduces BACARDÍ Caribbean Spiced

Bacardi Global Travel Retail (GTR) has expanded the BACARDÍ rum range with the launch of the brand’s first aged, premium spiced rum, BACARDÍ Caribbean Spiced.

This latest addition to the brand’s rum portfolio has been made with pineapple, sweet coconut blossom, vanilla and cinnamon and is ideal for cocktails or sipped neat on the rocks. The expression, with a 40% ABV and RRP of US$31.50, has been aged under the Caribbean sun to develop subtle oaky notes from the charred oak barrels used for its maturation.

To support the launch of BACARDÍ Caribbean Spiced in travel retail, Bacardi GTR has developed a wide range of promotional tools to engage travelers at different touchpoints along their journey. This support includes social media, email and e-commerce advertising, in-store branded display units, sampling activity, QR code-activated tasting notes and cocktail ideas, as well as fun, tropical-themed gifts.

Customers will be able to learn about the key signature aromas of BACARDÍ Caribbean Spiced – caramelized coconut sugar, naturally sweet pineapple and the warming spices of sweet vanilla and aromatic cinnamon – by nosing scented ceramic sticks.

BACARDÍ Caribbean Spiced is Bacardi GTR's first premium variant in the fast-growing spiced rum sub-category

Darragh Ryan, Bacardi GTR Marketing Director, said, “The great summer getaway is almost here in so many key rum-drinking markets around the world, so the launch of the new BACARDÍ Caribbean Spiced, our first premium variant in the fast-growing spiced rum sub-category, is a welcome arrival,. It will make the perfect choice for discerning holidaymakers wanting to raise their tropical cocktail-making game.”

Ryan described the new expression as an “an elevated progression from BACARDÍ Spiced”. “Backed by a multi-layered marketing campaign, it offers duty-free retailers further means of achieving Bacardi GTR’s long-stated aim: to premiumize the rum category in travel retail.”

According to the IWSR’s 2023 figures, Premium+ rum in travel retail has grown 43% in value vs pre-COVID and accounts for 34% of the category. Bacardi owns 9% of that segment. With BACARDÍ holding the status of the world’s most awarded rum and, as travel retail market leader with 26.4% market share and growth of 19% vs pre-covid, the brand and its wider family of sister rums means Bacardi Global Travel Retail is strategically placed to lead the premiumization and growth of the rum category.

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