Edrington Travel Retail Americas has created an immersive pop-up experience for Brugal rum that celebrates the heritage and quality of the renowned rum from the Dominican Republic. The activation is housed in Terminal D at Miami International Airport and it will run through the holiday season.
The month-long pop-up invites visitors to embark on a journey through 135 years of craftsmanship featuring Brugal’s ultra-premium double-aged rum, Brugal 1888.
The vibrant space transports guests to the world of Brugal, inviting them to explore the brand’s rich heritage through immersive, sensory-driven tasting experiences.
Guests of drinking age are welcomed in the pop-up by Brugal ambassadors to a bespoke bar, offering guided tastings of Brugal 1888 and insights into its craftsmanship.
The feature serve is Brugal’s 1888 Old Fashioned, a twist on the classic concoction made with Brugal 1888 rum, simple syrup, Angostura Bitters and a spritz of orange essence. Visitors can choose to pair their neat pour of the double-aged rum or specialty cocktail with Exquisito Chocolates.
The pop-up also features a curated gallery space – a heritage wall of portraits and historic artifacts weaving the tale of Brugal’s Dominican origins, its 135-year history, and its pursuit of rum mastery.
The pop-up also includes a dedicated lounge space, providing a comfortable retreat where guests enjoy a moment of respite during a bustling holiday travel season.
QR codes throughout allow guests to leave with a scrolling library of cocktail recipes and educational masterclasses about Brugal 1888 for further exploration.
“This experience, inspired by La Casa Brugal, invites consumers on a journey into my family’s rich history, immersing them in the artistry behind crafting and aging our exceptional rums,” said fifth generation Maestra Ronera Jassil Villanueva Quintana.
“Miami has historically been a vibrant and dynamic market for Brugal, making it the perfect setting for this immersive experience. Each sip of rum transports you to the legacy of our founder and my great-great grandfather, Don Andrés Brugal – one that has been meticulously cultivated over five generations. A story of passion, tradition, and unparalleled craftsmanship that defines Brugal.”
Brugal 1888 is produced via a double-aging process, which is unique for rum. It is first aged in ex-bourbon casks for up to eight years and is then extracted and given a new home in hand- selected, first-fill Oloroso Sherry casks.
The pop-up will run through January 3, 2024 between Gate 37 and 38 in Miami International Airport’s Terminal D, with daily hours from 12:00 p.m. to 9:00 p.m. Bottles of Brugal 1888 are available for purchase at Duty Free Americas at MIA.
