Bacardi Global Travel Retail reinforces its commitment to travel retail in the Americas ahead of the Summit of the Americas show in Orlando next week, highlighting the cruise channel as ‘especially exciting’ for the group’s portfolio of brands.

 

Geoff Biggs Regional Director Americas, Bacardi Global Travel Retail (pictured right) says: “Across the Americas in 2019 we are bringing innovation and revitalisation to several liquor categories.

 

“A range of exciting innovation is led by the launch of Dewar’s Double Double and the introduction of a new Patrón bar experience at Cancun Airport, designed and positioned to increase engagement with American consumers as we continue to grow the strength of Patrón in the region.

 

“There’s positive growth on the Canadian/US border thanks to the stabilisation in currency rates and encouraging signs in Latam where we are looking forward to working with operators on their new store plans.

 

CRUISE: OPPORTUNITIES FOR BACARDI PREMIUM RUMS

“Cruise is especially exciting with strong organic growth in the industry and several new vessel launches across major operators including MSC, Carnival Cruise Line and Royal Caribbean – we continue to build on great consumer opportunities especially for Bacardi premium rums.”

 

In other news, Bacardi reveals that a new Patrón bar experience will open at the end of March 2019 at Terminal 3 of Cancun Airport in a 5-year collaboration between Bacardi Global Travel Retail, ASUR Cancun Airport Authority and Dufry.

 

Located on the main concourse of Terminal 3, just outside the Dufry store and staffed by a dedicated Patrón mixologist and retail ambassadors, the high profile location enables passengers to sample from the Patrón range and to grow their understanding of the versatility of Patrón in cocktail-making, says Bacardi.

 

One of the new feature products in-store at Dufry, Cancun is the new limited edition Silver Patrón gift tin, exclusive to GTR, featuring a design that celebrates the Mexican heritage and home of Patrón, price US$ 50 (1 litre).

 

LA VANILLE MAKES A RETURN

Regarding Bacardi’s premium vodka brand Grey Goose, the group can reveal that it is bringing the La Vanille variant back into circulation following a limited edition run back in 2003.

 

“Grey Goose Cellar Master, François Thibault has retrieved the original recipe, bringing this iconic flavour back to life, and tasting every batch before bottling,” says the drinks company. “It is crafted by blending Grey Goose with natural vanilla flavour sourced from beans harvested in Madagascar.”

Another focus for Bacardi GTR is its Dewar’s Double Double range; a new series of aged statement blended scotch whiskies, crafted using a unique four-stage ageing process, now available as a Global Travel Exclusive with DFS, supported by a communications campaign running on DFS digital platforms.

 

Explaining the strategy behind the new launch, Julie Witherden, Marketing Director Bacardi Global Travel Retail said: “Over the past 5 years, Bacardi has brought an incredible pipeline of whisky innovation into Global Travel Retail.

 

“The channel has a vibrant mix of consumers from emerging markets at the second stage of luxury who actively seek new discoveries, especially in aged whisky.

 

“This new wave, combined with the specialist whisky status of travel retail amongst established connoisseurs and collectors, makes this an important strategic market for Bacardi.  For these reasons, we knew Dewar’s Double Double had to launch in Global Travel Retail first.”