Flor de Caña has been increasing its presence on cruise ships, led by premium activations including rum masterclasses, signature cocktail programs, and cross-promotions between pouring and retail.
Rodrigo Bazan, Flor de Caña Global Travel Retail Managing Director, tells TMI that the past year has been very positive for Flor de Caña, with strong momentum across key channels.
“The cruise channel, in particular, represents a significant growth opportunity as the industry continues to expand, and we are aligning our strategy by increasing our presence across more ships and cruise lines globally with premium offerings rooted in our unique origin—our rums are born at the base of an active volcano.”
Flor de Caña is available in more than 20 shops in cruise retail and is listed with Norwegian, Royal Caribbean, Carnival, Holland America, MSC, and Virgin.
Cruise is an ideal channel to showcase Flor de Caña, as it allows the company to engage with global consumers seeking premium brands with authentic heritage and strong sustainability credentials, says Bazan.
“We are present in both retail and pouring, offering a full brand experience backed by our 135-year family legacy, our volcanic origin, and our commitments such as being Carbon Neutral certified, distilling with 100% renewable energy, and planting over one million trees since 2005,” he says.
“We have been executing premium activations including rum masterclasses, signature cocktail programs, and cross-promotions between pouring and retail to create a seamless brand experience. We are also introducing our refreshed premium packaging, which elevates our global presence while highlighting our heritage, including our story of rums born at the base of an active volcano, and reinforcing our sustainability commitment through lighter bottles and 100% recyclable materials.”
Flor de Caña has been strengthening its premium portfolio in the cruise channel.
“We have recently expanded our presence with new listings of Flor de Caña 12 and 18 Year rums in pouring, as well as 12, 18, and 25 Year expressions in retail. Consumers continue to value the quality of our naturally aged rums, crafted without sugar or additives and born at the base of an active volcano, backed by our 135-year family tradition and commitment to sustainability.”
See the portfolio of premium Flor de Caña rums at F&B@Sea.
