Bacardí GTR and Duty Free Americas launch Caribbean rum campaign at MIA

By Andrew Pentol |


International and domestic travellers can purchase the Bacardí range from the Terminal D space during the peak gifting season.

Bacardí Global Travel Retail and Duty Free Americas has partnered at Miami International Airport (MIA), where the brand’s rum cocktails, personalised gifting and photo opportunities are part of a shopper campaign showcasing the Bacardí rum portfolio.

In a travel retail first, international and domestic travellers can purchase Bacardí Superior, Bacardí Cuatro, Bacardi Otro and Bacardí Diez products from the Terminal D space during the peak gifting season, through 3 January 2020.

Domestic purchases are made via, a disruptive new spirits delivery start-up within the US. This is the first-time alcohol retail purchases have been made available to domestic travellers at MIA, who can have their bottles custom engraved and delivered for free. Duty free pricing is only available to travellers internationally.

The campaign’s core message ‘Aged under the Caribbean sun’ is brought to life with a multi-sensory campaign located in the centre of the terminal, attracting travellers to explore the integrity behind Bacardí’s premium rum portfolio. The portfolio spans a range of aged variants including Bacardí Cuatro (4yo), Bacardí Ocho (8yo), Bacardí Diez (10yo) and the travel retail exclusive Bacardí Gran Reserva Especial (16yo).

A central feature of the space is a giant interactive palm tree representing ‘El Coco’, the coconut tree planted by Facundo Bacardí Moreau on the day in 1862 that his father, Don Facundo Bacardí Massó, opened the first Bacardí distillery in Santiago de Cuba.


Pulling a lever located at ‘El Coco’ – releases a golden coconut to represent one of the Bacardí variants. A brand ambassador is on hand to expand on the brand story behind each rum, its ageing process and taste profile, before offering a drink at the tasting bar.


A golden coconut is released once a lever is pulled at the ‘El Coco’ interactive palm tree.

Consumers can sample a Bacardí Carta Blanca Daquiri, a Bacardí Cuatro Mismo cocktail, or choose to sip a Bacardí Ocho, Bacardí Diez or Bacardí Gran Reserva Especial. Shoppers can also personalise the label on a bottle of Bacardí Carta Blanca.

As part of a series of touch-points, travellers can learn about the Angels’ Share, the term given to describe liquid lost from barrels to evaporation when ageing.

The airport campaign is a travel interpretation of the global Bacardí platform, ‘Do What Moves You’ which encourages freedom of choice and expression. Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail explained: “Creating stand-out memories for travellers is at the heart of this Bacardí campaign. We want to encourage people to relax and have fun as they get to understand the ageing process in Bacardí rums and to enjoy exploring the versatility of our portfolio.


Customers can make the most of photo opportunities as part of the promotion.

“With rums for every drinking occasion, from holiday cocktails to a considered sipping experience, we want to increase people’s appreciation of “premium rums as they find the one that’s the right expression of who they are.”

Jon Bonchick, Director of Buying and Merchandising, Duty Free Americas added: “Rum is an important category for us at Miami International, but shoppers are not always confident to try something new. With a high level of consumer trust and recognition, Bacardí is the perfect brand to inspire greater confidence especially with the educational creativity and fun in this campaign.

“It’s great to see people enjoying themselves within a well-planned strategy that brings excitement and footfall to the whole category.”


The campaign’s core message ‘Aged under the Caribbean sun’ is brought to life with a multi-sensory campaign located in the centre of the terminal.


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