Page 63 - TFWA World Exhibit 2024 Special Edition

INSIDER

location to showcase Patrón Cristalino
within the larger Patrón family and its
significant range of premium and super-
premium tequila choices for consumers
with options at every step on the pricing
ladder from US$40-$200.”
The Patrón Cristalino activation with
Avolta in Mexico follows another high
profile activation for the brand earlier this
year with Duty Free Americas in Miami.
Bacardi Global Travel Retail
celebrated Patrón’s role as official Tequila
partner to the Oracle Red Bull Racing team
with a pop-up that ran in MIA Terminal D
throughout April and May.
The pop-up, which was timed to Bacardi has expanded its partnership with Carnival Cruise Line with
share the excitement of the Formula 1 the launch of a new, mobile cocktail service on CCL’s private islands
Miami Grand Prix, was centered around Half Moon Cay and Princess Cay in The Bahamas.
the Patrón tasting bar, a contemporary
circular structure of pale latticework, in at major U.S. airport hubs such as Los from the Bacardi portfolio, including
white, green and gold tones, inspired by the Angeles, Miami and New York in addition Patrón tequila, Bacardí rum, Grey Goose
colors, shape and texture of the piña of the to cruise,” says Biggs. vodka and Bombay Sapphire gin. Fully
agave plant. trained bartenders are on hand to ensure the
As the Tequila partner of the Oracle Cruise perfect serve and there is also a menu of
Red Bull Racing Team – the Formula 1 The cruise market is another bright frozen cocktails,” he says.
team’s first-ever official global spirits spot for Bacardi Global Travel Retail, “This new guest-centric experience
partner – Patrón has established a close Biggs tells TMI. makes for idyllic days and nights on these
relationship with the sport and this was “We are pleased to have expanded beautiful islands. It’s a perfect way for
shared in the MIA activation with branding, our partnership with Carnival Cruise us to extend the opportunities for CCL
signage and traveler interaction. Line (CCL) to enhance the experience guests to engage with our portfolio of
While Patrón is the most visible brand for guests visiting CCL’s private islands, cocktail brands, from ship to shore and
in Bacardi Global Travel Retail’s agave Half Moon Cay and Princess Cay in The back again. With such a high proportion of
portfolio, the company added Ilegal Mezcal Bahamas, with the launch of a new, mobile American cruise-lovers on CCL ships, this
last year, and is launching the brand in the cocktail service. These electric, mobile bars strategy also provides a halo effect into our
coming months. ensure that CCL guests are never far from U.S. domestic business from their happy
“We will launch Ilegal Mezcal on a cocktail, elevating their unique island vacation memories.”
shelf this fall, again with Avolta and also experience, with a wide choice of options

Bacardi GTR elevates the luxury rum market with GTR exclusive Santa Teresa
Bicentenario

Bacardi Global Travel Retail (GTR) continuously since 1830. This is the first Bacardi GTR with a wide range of luxury
has launched Santa Teresa Bicentenario time it is made available to the public. promotional tools and fixtures, including
Ron Ultra Anejo, a new travel retail Santa Teresa Bicentenario features a branded sampling bar, back wall display
exclusive expression from the award- robust character with notes of toasted units, and shelf talkers.
winning Venezuelan rum. wood, leather, tobacco, dates and almond Santa Teresa Bicentenario Ron Ultra
The company says this new luxury on the nose. On the palate, the rum offers Anejo is available for a RRP of $450.
product underlines its commitment to rich flavors of cacao, sweet vanilla and
premiumize the rum category in duty free. warming clove, while the finish is complex
Santa Teresa Bicentenario has been with notes of rich dark toffee coming to the
crafted with an antique blend of the fore. Each item is individually numbered
oldest and most exclusive rums from the and showcased in a crystal decanter
Hacienda Santa Teresa, founded in 1796. embossed with the Santa Teresa monogram
Crafted by four generations of the Vollmer and is housed in a velvet-lined leather
family, Santa Teresa Bicentenario Ron presentation box.
Ultra Anejo is a unique showcase of the The launch of Santa Teresa
craftsmanship and rum-making skill of the Bicentenario Ron Ultra Anejo within the
Vollmer family which has run the distillery travel retail channel is being supported by

63 October 2024