Bacardi Mojito Lifestyle Experience arrives in Europe

Natalya Fodor

Print Article E-Mail Article

The group’s promotion for Bacardi Superior is set for a summer in Europe after strong results in the US

Bacardi is promoting its Bacardi Superior rum at select European airports with the Bacardi Mojito Lifestyle Experience. Travellers can visit Bacardi Mojito Lifestyle Experience stations, where they learn how to make their own cocktail, and receive a Bacardi muddler and leaflet to bring the exciting cocktail experience home when they buy a one litre bottle of Bacardi Superior rum.

The stations will feature screens showing the new Bacardi ‘’Elixir’’ advertising campaign and the Bacardi Mojito muddler, which has already been displayed at airports in Frankfurt, Copenhagen, Schiphol, Brussels and Rome. From August 1-31, people can enjoy the Bacardi Mojito Lifestyle Experience at London Gatwick and Munich airports, and at Antalya airport from August 20-September 20. Bacardi predicted that 250,000 European travellers would sample a Bacardi Mojito as part of the promotion.

Bacardi Global Travel Retail Division marketing director Gary Chau said that the Bacardi Mojito would be considered as ‘’one of summer’s signature cocktails’’ thanks to the interactive and fun Bacardi Mojito Lifestyle Experience. He said it has already been a success in the US domestic and travel-retail markets, and particularly onboard Celebrity Cruises.

Bacardi Mojito is a simple concoction of Bacardi Superior rum, fresh mint, sugar, limes, and soda water. Specially trained bar staff have been recruited to show passengers how to make a Bacardi Mojito and introduce more people to the cocktail.