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WINES & SPIRITS: BACARDI GLOBAL TRAVEL RETAIL


Digital and physical interaction crucial in omnichannel TR era, says Bacardi


During Covid-19, Bacardi Global Travel Retail has worked on creating innovative solutions with its retail partners that could drive growth in the future. Digital commerce, product innovation, premiumisation and retail advocacy are at the forefront of its global travel retail strategy, as Andrew Pentol discovers.


“W


e are certain the future is omnichannel


and as such, need to balance our investment across the most effective touchpoints which work more efficiently for us throughout the entire consumer journey.” These are the words of Ignacio


Vázquez, Global Head of Marketing, Bacardi Global Travel Retail. Having said the above, Vázquez


does acknowledge that travel is physical and suggests there will always be space and opportunity to deliver physical retail experiences. On the role of digital and online


targeting in the post-coronavirus (Covid-19) world, he says: “By far, the biggest transformational opportunity for the channel is rooted in how travel retail embraces digital along the entire consumer journey. “This is from trip planning, right


through to post-travel. Brands and retailers can leverage each other’s strengths to create a new approach to driving shopper engagement and conversion through concepts such as click and collect. “We can support our retail


partners’ e-commerce and in- store sales opportunities with a mix of digital engagement and retail excitement in the physical space, creating loyalty to ensure repeat purchases.” During the pandemic, Bacardi has


worked with its retail partners on creative solutions that it believes can reignite growth in the new travel era. Vázquez continues: “Travel retail is a fantastic channel for consumers to experience and enjoy our brands and for us to engage with them. “Thirty six percent of global travel


retail shoppers consistently buy exclusive products that are only available in the channel, either for


DECEMBER 2020


self-treat or as a gift (source: m1nd-set). “This behaviour is inherent to


the sense of personal discovery connected with the travel experience and creates a unique opportunity for global travel retail. We are certain this behaviour will continue.”


Tastings & masterclasses The economic uncertainty caused by Covid-19 has resulted in many consumers sticking to trusted, quality brands that provide exceptional value for money. He explains: “This impacts the assortments made by retailers, who are choosing to narrow down the shelf-size of categories by making bets on higher rotation items. The global travel retail channel is no exception.” Passenger numbers may have


plummeted, but Bacardi is confident things will improve once the crisis passes. “Travel is in our human DNA,”


explains Vázquez. “When the pandemic subsides and people feel safer, more consumers will start travelling to connect with family and friends and to enjoy the thrill of exploring the world.” Blessed with a portfolio of global


travel retail category leaders such as Bacardi Rum, Patrón Tequila, Grey Goose Vodka and Bombay Sapphire Gin, Vázquez is thankful the brand is ‘loved and trusted’ with a loyal customer base. “We are exploring new ideas


with travel retailers, including digital masterclasses and virtual tastings to engage consumers with the versatility of the Bacardi rum portfolio,” he shares with TRBusiness. “There’s a new breed of at-home


mixologists popping up as a result of the quarantine.” In addition to experimenting with


recipes, people are also trying new cocktails. According to research undertaken by Bacardi, 43% of people have started trying new cocktails during the lockdown. “They’ve discovered that it’s more


fun to make a pizza from scratch and pair it with a creative cocktail, than to cook a frozen pizza and open a bottle of wine,” added Vázquez. “Our portfolio is an inspiring


line-up for any at-home mixologist wanting to create bar-perfect serves.” «


Above: Bombay Sapphire is a key element of the Bacardi Global Travel Retail portfolio.


Below: Bombay Bramble is a unique coloured gin, crafted using a fruit infusion with no added sugar.


“We are exploring new ideas with travel retailers, including digital masterclasses and virtual tastings to engage consumers with the versatility of the Bacardi rum portfolio.”


Ignacio Vázquez, Global Head of Marketing, Bacardi Global Travel Retail


TRBUSINESS 29


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