Don Papa makes first major GTR move at Paris Charles de Gaulle

By Kristiane Sherry |

Don Papa Sugarlandia Charles de Gaulle

Don Papa has unveiled its Sugarlandia pop-up at Charles de Gaulle, the first major GTR activity for the brand.

Diageo-owned rum brand Don Papa has hosted its first major global travel retail pop-up, bringing its ‘Sugarlandia’ Philippines home to Paris Charles de Gaulle Airport.

The activity features three key expressions: Don Papa Rum, Don Papa Baroko and Don Papa Masskara.

All three are made on the island of Negros, known as Sugarlandia. The island is home to the Mount Kanlaon volcano which provide fertile ground for sugar cane farming. 

Like many rums, Don Papa is made from molasses, a byproduct of sugar cane production. 

The core Don Papa expression is aged in ex-Rioja and bourbon barrels prior to blending. Don Papa Baroko is matured in ex-American oak, while Don Papa Masskara is pot distilled and infused with calamansi Philippine lime and siling labuyo, a local chilli.

Don Papa was acquired by Diageo in January 2023.

Charles de Gaulle is Europe’s largest airport, handling 35.33 million passengers in the last 12 months. It is currently seeing 22.7% year-on-year growth. 

Don Papa: Shining a spotlight on rum

 “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,” said  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. 

Don Papa Sugarlandia bar

The Don Papa Sugarlandia bar will focus on three expressions: Don Papa Rum, Don Papa Baroko and Don Papa Masskara

“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 premiumise.”

Last month, Diageo Global Travel introduced its ‘What’s Your Whisky?’ digital discovery tool at Paris Orly, its fourth airport location for the concept.

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