Bacardi engages consumers with Cocktails of the World at LAX



Bacardi Global Travel Retail, in partnership with DFS Group, presented a peak summer activation at Los Angeles International Airport.

‘Cocktails of the World,’ which ran throughout July and August in the main store at the Tom Bradley International Terminal, introduced travelers to premium Bacardi brands in malt whisky, rum and vodka, including Glen Deveron 16YO, Dear’s 15YO, Bacardi Gran Reserva Ocho Años, and Grey Goose VX.
The destination-focused promotion was created specifically with DFS to express the local character at several of the leading travel retailer’s flagship airport locations across the world. At LAX, Bacardi and DFS incorporated ‘on the rocks’ with these brands to characterize the nightlife of Los Angeles, opening up multiple engagement opportunities with shoppers.

Bacardi says ‘Cocktails of the World’ is integral to the company’s continuing strategy to “drive category growth through disruptive and engaging shopper interaction that delights the consumer and increases penetration.”

“Cocktails of the World is a stylish and entertaining way to engage consumers new to the Bacardi portfolio and also to demonstrate to those already familiar with the selected brands the ideal way to enjoy them, particularly in the classic ‘on the rocks’ style that is instantly understood and accessible to all. Our insight program shows that an expertly-guided tasting experience is the most effective way to engage, convince and convert the consumer, leading to greatly enhanced brand advocacy,” says Geoff Biggs, Regional Director, Americas Bacardi Global Travel Retail.

“Working closely with DFS we ensured a truly high class, personalized service experience for the consumer, with immaculate presentation and exceptional service to enhance the brand adventure and demonstrate how easy it is to replicate the perfect classic serve at home. We’ve seen a great response at LAX, not only in driving sales and brand awareness but also in the array of ecstatic comments from consumers who thoroughly enjoyed the experience.”

Parker Gundersend, Vice President for DFS North America adds: “This is a luxurious experience that has delighted shoppers at the Tom Bradley International Terminal, giving them a uniquely local encounter and an entertaining and memorable farewell from Los Angeles. We are delighted to partner with Bacardi in creating initiatives that drive category growth through differentiation, delivering unique experiences that truly resonate with the traveler.”

Bacardi Global Travel Retail and DFS have also partnered to create upcoming ‘Cocktails of the World’ presentations at the airports in Singapore, Abu Dhabi and Hong Kong.