Bacardí activates rum premiumisation strategy to ‘lead category growth’

By Faye Bartle |

Ignacio Vazquez, Global Head of Marketing, Bacardi Global Travel Retail.

Ignacio Vazquez Guerra, Global Head of Marketing, Bacardi Global Travel Retail.

Bacardi Global Travel Retail has launched a new global omnichannel engagement campaign for the Bacardí premium rum portfolio titled Depth in Every Drop.

The company says it plays a pivotal role in the company’s strategy to help ‘lead category growth with a focus on premiumisation’.

“The rum category in GTR is the next category to premiumise,” said Ignacio Vazquez Guerra, Global Head of Marketing, Bacardi Global Travel Retail.

“Bacardí is uniquely positioned to drive this opportunity forward.”

Bacardí is drawing on its 160-year heritage, slew of awards, and strong links to cocktail culture (with popular creations including the Bacardí daiquiri and the Bacardí mojito) to power forward in the channel.

Depth in Every Drop emphasises the commitment to barrel aged rums and craftsmanship in the Bacardí portfolio, backed up by the secondary message of ‘aged under the Caribbean sun’.

“With this campaign we also want to invite consumers to discover that premium aged rum is a beautiful, dark spirit full of complexity and character,” he said.

Bacardi GTR's new global omnichannel engagement campaign for the Bacardí premium rum portfolio.

A visual conveying Bacardi GTR’s new global omnichannel engagement campaign, titled Depth in Every Drop, for the Bacardí premium rum portfolio.

The digital strategy for Depth in Every Drop follows the consumer journey from the point of booking to the day of travel with paid and social media channels focused on pre-trip and on return-trip consideration, driving conversion online to retail partners’ websites.

The campaign is also prominent in the airport environment, with a takeover of prime digital media sites to drive footfall to the activation space.

The campaign is supported in-store with cocktail demonstrations and tasting opportunities that help shoppers discover their favourite rum for cocktails or to sip neat.

Bacardí has the leading share (24%) of the total rum category in global travel retail (GTR) and a 12% share of the premium segment, according to IWSR (2021).

For GTR, the company’s curated rum portfolio of premium aged rum features: Bacardí Cuatro, Bacardí Ocho, Bacardí Diez, Bacardí 16 YO and Bacardí Reserva Limitada.

“Rum is enjoying a renaissance in the on and off-trade in many markets as more people discover its versatility in cocktail making and we have the evidence to prove how this is manifesting in GTR airport stores with the success of our premium portfolio in trading people up,” said Guerra.

“Travel is exciting, it’s in our human DNA and our rum portfolio is coming to life like never before, inspiring and delighting travellers with innovation in both product and in-store experiences, making moments matter.”

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