Bacardi Global Travel Retail launched a new sipping rum in 2014 at major airports across Europe with eye-catching displays that included Havana-style bars and musicians playing Cuban music. BACARDÍ Gran Reserva Maestro De Ron is a super-premium rum based on a recipe handed down through generations of the company’s Master Blenders. The rum is aged for as long as three years before it is blended and slow filtered through a coconut shell charcoal.

2.  Bacardi Global Travel Retail launched a
new sipping rum in 2014 at major airports
across Europe with eye-catching displays
that included Havana-style bars and
musicians playing Cuban music. BACARDÍ
Gran Reserva Maestro De Ron is a super-
premium rum based on a recipe handed
down through generations of the
company’s Master Blenders. The rum is
aged for as long as three years before it is
blended and slow filtered through a
coconut shell charcoal.

3.  At airports in Barcelona, Copenhagen, and
Vienna, among others, Bacardi showed off its
Cuban roots. Central bars were designed after
similar ones in Havana during the era of
Prohibition. Bar employees wore white bar
jackets and offered handcrafted drinks. Aude
Rocourt, Bacardi Global Travel Retail regional
director for Europe, commented that the
displays were designed to bring Bacardi and its
Cuban heritage to life. The airport promotions
engaged travelers in an “unforgettable way,”
Rocourt said, and many travelers who had not
previously tried rum converted quickly after
sampling drinks such as BACARDÍ Cuba Libre.