Bacardi Global Travel Retail (GTR) is hosting its first Rum Tales travel retail activation, a pop-up that provides education through the brand’s new rum classification system.

The inaugural activity will take place in the main concourse area of Miami International Airport Terminal D until 12 November 2023.

Bacardi is partnering with Duty Free Americas, Miami’s duty free concessionnaire, and JCDecaux for the activity. It is supported by a digital advertising campaign across the airport. 

Four brands are available from the space: Bacardi, solera-aged Venezuelan rum Santa Teresa 1796, “accessible” blended Caribbean rum Pyrat, and Facundo, the ultra-premium Puerto Rican collection. 

Sensorial displays invite engagement, with sounds and scents including Caribbean beaches and maturing barrels providing a sampling backdrop. 

Bottlings are available to try neat or in cocktails, showing the versatility of the spirit. 

Those purchasing a bottle rom the Rum Tales space will receive merchandise including a leather hip flask or a copper cocktail mug. 

A ‘Salud Miami’ sign is also available for selfies. 

Rum Tales and the Rum Selector tool

Developed to help travellers navigate its rum portfolio, the new classification system underpins the Rum Selector tool at the centre of the pop-up. 

The Rum Selector, accessed via QR code in the space, helps customers find their ideal rum. 

It offers an interactive quiz where shoppers disclose their interests, lifestyle and flavour preferences to be matched with a rum. 

Consumers will be invited to try the Rum Selector prior to travel via a targeted digital marketing campaign. 

The tool has three tiers in the results. First Discoveries are recommended for those new to the category. “Easy to drink” rums include Bacardi Reserva Ocho and Pyrat XO Reserve. 

Crafted & Curious is for existing rum drinkers looking to try new expressions. Recommended releases here include Santa Teresa 1706, Facundo Neo, Bacardi Reserva Ocho Rye Cask, and Bacardi Gran Reserva Diez. 

Finally Rare Finds is for discerning rum connoisseurs. Recommendations offer a “rich abundance of character” and span Facundo Eximo, Facundo Exquisito, and Facundo Paraíso XA.

Rum is a ‘fascinating category’

“We are very excited to unveil the global launch of our new Rum Tales concept, signalling our ambitions to elevate the rum category and showcase the extraordinary breadth and depth of range in the Bacardi rum portfolio,” said Ignacio Vazquez, Bacardi Global Travel Retail Head of Marketing.

“Rum is a fascinating category, full of heritage and craft, and it’s rapidly premiumising.

“However, we know it can be a complex category to understand and so, with Bacardí’s position as the world’s most awarded rum brand, we set out to help new and existing consumers navigate and explore the category, by offering many entry points that encourage new discoveries.”

Geoff Biggs, Bacardi Global Travel Retail Regional Director Americas, added: “Miami International is a key location for rum lovers and, with the invaluable help of our partners DFA and JCDecaux, we are confident that Rum Tales will inspire rum connoisseurs to explore our premium selections, while also recruiting new consumers and unlocking category growth potential.” 

Last month, Bacardi launched an initiative to bring closed-loop packaging to the cruise industry through a partnership with Carnival Cruise Line and ecoSPIRITS.