BROWN SPIRITS: BACARDI GLOBAL TRAVEL RETAIL
“Santa Teresa is an incredibly exciting addition to our rum portfolio, building momentum day by day where it goes on sale.”
Mike Birch,
Managing Director, Bacardi Global Travel Retail
“It’s a perfect example of the excitement we are determined to inject into the rum category and its sales success shows the appeal to travel retail shoppers looking for new discoveries among established premium rums.” Foreign currency fluctuations
Edmonton airports are also stocking Santa Teresa 1796. Vancouver and Toronto were due to follow by the end of March and in South America, Santa Teresa is available in DF&TR locations in Colombia, Panama, Nicaragua and Ecuador. Birch comments: “Santa Teresa is
an incredibly exciting addition to our rum portfolio, building momentum day by day where it goes on sale. “The sell-through rates are
extraordinary, driven by shopper interest in the unique people story running all the way through this maverick brand and its 220-year old track record of success in overcoming obstacles by never being afraid to face adversity with courage.
and recent legislation around Value Added Tax (VAT) in the Middle East have still presented several challenges amid the aforementioned positive developments. The Gulf Cooperation Council of which the UAE and Qatar are member countries along with Saudi Arabia, Kuwait, Bahrain and Oman began implementing VAT at a rate of 5% from 1 January. However, this has not stopped
Bacardi Global Travel Retail from continuing where it left off last year. Golikeri comments: “We’ve had a strong start to the year with an encouraging response to the Chinese New Year campaign thanks to more impactful spaces in more locations and simpler promotional mechanics. “This led to a strong uplift in sales particularly around gifting.”
Plenty planned for 2018 Looking ahead to the rest of the year, Bacardi Global Travel Retail has lots planned across its brand portfolio, according to Golikeri. “The Dewar’s range is particularly
successful in addressing the motivations of shoppers at the second stage of luxury and is driving penetration into the category. “Our continued focus on
innovation and disruptive marketing activations are key.” Large-scale campaigns such as
those that evolved around Bombay Sapphire at Schiphol and Auckland are focused on achieving a disruptive and impactful presence to drive brand equity and conversion. Golikeri continues: “Getting
travellers into the store to shop is our priority and we have proven success with these campaigns. “Grey Goose at Toronto Pearson
A large-scale Bombay Sapphire promotion took place at Schiphol Airport last year.
144 TRBUSINESS
Airport in December delivered double-digit sales and significant levels of consumer engagement on social media. We are committed to building brand advocacy and investing in high-profile activations
Products such as the Aberfeldy 12YO gift tin have led to a sales uplift around gifting.
in the right locations at key times of the year.” In fact, Bacardi Global Travel
Retail’s investment in professionally trained retail ambassadors with high-quality sampling opportunities drives conversion into the spirits category. “If a product has a great story
behind it that is communicated well to shoppers and if the liquid sampling experience is well executed, people will buy. “The benefits are sales uplift and
brand equity building opportunities that benefit our business as a whole – i.e. domestic markets.” Last year, Bacardi Global Travel
Retail said the company was increasing its long-term investment and premium ranges across all categories in its cruise business, which is clearly an important sector. “Bacardi has well established
global knowledge of the sector from our strong position in US cruises and we are well poised to enable growth in the cruise market in Europe and Asia Pacific,” comments Golikeri. In addition, the importance of
embracing digital opportunities is not lost on Golikeri, who says its marketing activity has strong digital elements to engage shoppers. “Our large-scale brand campaigns
like the ones already mentioned with Grey Goose at Toronto Pearson Airport and Bombay Sapphire at Schiphol and Auckland airports, all include a digital focus. “This links our global travel retail
campaigns with domestic market campaigns, building on customer awareness and engagement with our brands wherever they are.” «
MAY 2018
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