BROWN SPIRITS: BACARDI GLOBAL TRAVEL RETAIL


Bacardi GTR entering a ‘new decade of rum innovation’


Bacardi GTR’s Vinay Golikeri tells Charlotte Turner that although the company continues to consider itself a leader in rum innovation, it is also building a reputation as a disrupter in whisk(e)y, among other categories.


V


inay Golikeri, Managing Director, Bacardi Global Travel Retail, tells TRBusiness


that rum is still an ‘untapped category in GTR’ and that it is yet to reach its full potential. He believes it is Bacardi’s responsibility to lead from the front, creating a ‘clear premiumisation ladder’ to make it easier for consumers to understand and navigate. As reported by


TRBusiness, over the last couple of years the group has invested handsomely in new products for the channel including, the 2019 launch of Bacardí Gran Reserva (16YO). This GTR exclusive, was quickly followed by Bacardí Cuatro Sherry Cask finish in January 2020, which was developed exclusively for Heinemann. “After ageing for four years in the


Caribbean sun, it is finished in sherry barrels,” says Golikeri. “It’s a great time for rum as premiumisation is opening up the category to new


MARCH 2020


audiences who are realising that rum can go from flip-flops to fine dining.” Golikeri insists that the group now has what he calls a ‘robust premiumisation ladder’ which includes Bacardí 4YO, 8YO, 10YO and 16YO and there’s more in the pipeline. “We’ll have more rum


innovation for sure so, you could say, the Bacardí 16YO and Bacardí Cuatro Sherry Cask finish are the first [expressions] in a new decade of rum innovation.”


Putting fun into rum Bacardi maintains that its driving force is still the consumers, which are ‘at the heart’ of its strategy in travel retail. “We’re in the business


of inspiring memorable experiences, not just selling bottles and


cases,” adds Golikeri. “We want to offer exclusives in


travel that you won’t find anywhere else. Where possible we combine this with entertainment, such as disruptive experiences and


personalisation; for example, Bacardí Carta Blanca personalised labels.” Putting the ‘fun in rum’ has


worked incredibly well in airports and on cruise ships, says Golikeri who mentions activations inside the SMT Duty Free Pier 4 store at the San Juan Cruise Terminal in Puerto Rico, from which consumers can enjoy a day excursion to the ‘largest premium rum distillery in the world’. “Vacationers will also have enjoyed Bacardí cocktails on their island visit so this is a great example of how GTR can dovetail with the brand domestically.” Geoff Biggs, Regional Director


Americas, Bacardi Global Travel Retail also highlights last December’s campaign at Miami Airport, which


“We’ll have more rum innovation for sure so, you could say, the Bacardí 16YO and Bacardí Cuatro Sherry Cask finish are the first in our ambitions for a new decade of rum innovation.”


Vinay Golikeri, Managing Director, Bacardi Global Travel Retail


TRBUSINESS 61


Above: Bacardi says its putting the ‘fun in rum’.


Left: Bacardí Cuatro Sherry Cask finish signifies a new decade in rum innovation for Bacardi GTR.


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