February 8 2024  |  Retailers

Don Papa brings three products to Paris Charles de Gaulle with Sugarlandia

By GTR Magazine Editor

Don Papa X Paris Charles de Gaulle

Don Papa, the premium single island rum brand from the Philippines, is to host its first major Global Travel Retail pop-up at Charles de Gaulle Airport, Paris. From February 1 Don Papa will come to life for international travelers, in the Sugarlandia pop up – Sugarlandia being the local nickname for Don Papa’s island home in the Philippines.

Three key Don Papa expressions from its portfolio will feature, including Don Papa Rum, Don Papa Baroko and Don Papa Masskara. All three are made on the Philippine island of Negros - rich in flora and fauna. Mount Kanlaon, an active volcano, provides an impressive backdrop and fertile ground for the extensive stretches of sugar cane, which provides the molasses, the core ingredient for Don Papa. It is quite the setting for the sourcing and production of this premium product.

The finest sugar cane blades are harvested and expertly milled to make the three variants coming to Paris CDG. Don Papa Rum is a signature premium aged rum, matured in former rioja and bourbon barrels before being blended by its master blender. Don Papa Baroko is made from ‘black gold’ molasses, aged in ex-American Oak, bursting with rich and fruity flavour with a dry toasted oak finish. And finally, Don Papa Masskara, is pot distilled and infused with calamansi, the Philippine lime and finished with siling labuyo, the local chilli, for a touch of heat.

“We are excited to be bringing three of Don Papa’s expressions to Paris in an immersive pop up which speaks to Don Papa’s production and heritage in the Philippines,” commented Eden Miller, Brand and Customer Marketing Manager for Don Papa. “This is a very special rum brand packed with unique flavours and expert craftsmanship. This pop-up, where passengers can taste and purchase the expressions, is just the start of our plans to bring the Don Papa name to life for consumers in travel retail. Global travel retail provides a platform to build the brand, a shop window to the world like no other. It is a place for shoppers to explore newer brands like Don Papa and we hope activations like this bring the brand story to life.

“While most rums come from South America and the Caribbean we are shining a spotlight on Don Papa made in the Philippines as the super premium plus segment of the rum category starts to grow and premiumize,” she added.

As Europe’s largest airport, Charles de Gaulle saw 35.33 million passengers use its terminals in the last 12 months, representing an annual growth of 22.7% on the previous period.

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