BROWN SPIRITS REPORT: BACARDI GTR Bacardi promotes the education process
The Bacardi company is more committed than ever to promoting its premium quality aged rums in the duty free and travel retail channel as Aude Bourdier-Rocourt, Regional Director – Europe, Bacardi Global Travel Retail explained to Doug Newhouse last month.
Above: Bacardi 8 and Bacardi Limitada.
T
here is a refreshing honesty about how the Bacardi company’s senior
management sees its own business where it knows what it does well, but also acknowledges where there’s work in progress. As the company’s senior TRBusiness
management told
last October, it is obviously the category captain and leader in rum and has been since the beginning, yet the category remains one of the most ‘unpremiumised’ in travel retail – a positioning it is determined to change.
“Our task now is to educate
people about rum, because for some it is punch and cocktails, but we know there are a lot of consumers who are actually becoming rum connoisseurs.”
Aude Bourdier-Rocourt, Regional Director – Europe, Bacardi Global Travel Retail
170 TRBUSINESS
Aude Bourdier-Rocourt, Regional Director – Europe says the company doesn’t make light of the challenge: “We are the leader in rum so we obviously want to premiumise it and it was five or six years ago that we realised we were not doing a great job and we had to do better, because we do have a lot of Bacardi crafted rum.” She continued: “We didn’t do
a great job there. We obviously focused on Bacardi Superior, because that is our mother brand and that’s also what made the brand famous worldwide. “However, the consumer also
wanted to have more crafted products and we had that range, but we never really advertised or promoted it. So travel retail is now the perfect channel to be able to tell this story.” This involves three premium
Bacardi brands for the time being, consisting of Bacardi Ron 8 years, Bacardi Limitada and Bacardi Maestro De Ron. Rocourt takes up the story,
beginning with Limitada: “This is actually a product we had before that was originally sold in our distillery in Puerto Rico, but we never really showed it in travel retail. “It was a hidden gem and you can
actually still find the old packaging at some airports, but while that is ugly, it is a beautiful product inside. “Then we have Bacardi 8 year
old, which was actually the first premiumisation. That was launched about 15 years ago in travel retail and is also an amazing product. This is for people who are used to Bacardi and rum as a mixer in cocktails, but want to elevate to a more sipping rum similar to a malt whisky experience.” She said the duty free price is also
‘quite affordable’ at around €35 ($37) while Limitada comes in at €79 ($84). “Then we have Maestro De Ron which is a brand we launched two years ago and this is a sipping aged rum, but because we do charcoal filtration it becomes white again. This is also a sipping rum for people who do not want too much tannin or too much oak.”
MAY 2017
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186
