Bacardi Global Travel Retail has launched an exciting eco-friendly pop-up activation at Miami International Airport this month for Patrón Cristalino.
The month-long promotion celebrates the new super-premium crystal-clear, oak-aged Patrón expression but also reinforces the company’s commitment to reducing its impact on the environment by repurposing key structures from previous Patrón activations at MIA.
Bacardi Global Travel Retail has reused and refreshed the pop-up’s signature agave-inspired lattice bar structure, a fixture used at MIA for three consecutive years. By re-imagining existing promotional materials, waste is reduced, says the company.
The sleek, circular tasting bar, adorned in the iconic white, green and gold palette of Patrón, invites travelers to sample Patrón Cristalino, a blend of aged 100% Blue Weber agave añejo tequila filtered through charcoal.
Patrón is the top-selling super-premium tequila in travel retail, with a 47% market share (IWSR 2024). Patrón Cristalino debuted in GTR earlier this year, following high-end releases Patrón El Cielo and Patrón El Alto, both of which have performed well across the Americas duty free market.
“Patrón Cristalino is redefining the fast-growing cristalino category and Miami Airport is the perfect stage to introduce it to discerning travelers,” said Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail. “By reusing our pop-up infrastructure, we’re proving that making sustainable choices and luxury can go hand in hand. It’s a virtuous circular business model we are hoping to use in promotions at other high-profile airport locations.”
