July 26 2024  |  Spirits & Tobacco

“The most sustainable spirit in the world”: Flor de Caña on quality, commitment and brand experience

By Laura Shirk


According to Global Travel Retail Manager Rodrigo Bazan, Flor de Caña's commitment to both tradition and progress allows the brand to resonate with consumers who appreciate authentic and craftsmanship

Having been in the spirits business for over a century, Global Travel Retail Manager Rodrigo Bazan explains, Flor de Caña finds a balance between heritage and innovation by honoring its centuries-old tradition of excellence, sustainability and artisanal rum making, while at the same time embracing modern technologies and practicing to enhance efficiency and quality. He says, “This commitment to both tradition and progress allows the brand to resonate with consumers who appreciate authenticity and craftsmanship, while also attracting those seeking innovative and sustainable products.”

Claiming the designation “the most sustainable spirit in the world,” Flor de Caña’s field to bottle production process exemplifies its focus on sustainability. As the world’s first Fairtrade certified and carbon neutral spirit, sustainability “permeates” every aspect of its strategic planning and decision-making.

Flor de Caña uses 100% renewable energy in its rum distillation, as well as partners with the environmental charity One Tree Planted on a global reforestation campaign. It has pledged to plant more than one million trees by 2025. “This historic commitment has been instrumental in opening doors with key players in travel retail who share our values and want to work with like-minded organizations and it resonates profoundly with environmentally conscious consumers,” shares Bazan. The company’s Eco Rum consists of 100% recyclable packaging (including label, glass and box).

Brand experiences and strategic partnerships

Discussing the power of word-of-mouth marketing and Flor de Caña’s reputation for quality and commitment, Bazan states this is especially key with the next generation of travelers who value both authentic and memorable experiences and interactions. Right now, Flor de Caña is running a series of shake-and-sip cocktail experiences, as well as an activation that allows consumers to create their own individual liquid (in a 375-ml half bottle) by blending expressions of different ages and percentages.

“Flor de Caña is strengthening its travel retail presence in the Americas by partnering with retailers and airports to create immersive brand experiences. The company recognizes the importance of delivering a premium offering in the region, where discerning travelers seek high-quality – less but better – products. By showcasing its unique production process, sustainability initiatives and award-winning portfolio of rums aged up to 30 years, Flor de Caña aims to capture the attention and loyalty of consumers in this competitive market,” he says. The company continues to benefit from a strong distribution network worldwide, double-digit growth and collaborations that bring together the worlds of music, sports and entertainment.

Consumer preferences and category trends

When asked about spirits category trends in duty free – beyond premiumization – Bazan refers back to a growing demand for authentic and sustainable brands. According to him, consumers are increasingly interested in the origin and production methods of spirits, seeking out brands that align with their values. “In the aged rum segment, this translates to a preference for rums that are naturally aged without artificial ingredients and produced with sustainable practices. Additionally, there is a rising interest in unique flavor profiles and limited-edition releases, which cater to consumers' desire for exclusivity and novelty,” he says.

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