A dedicated tasting bar for the new Brugal 1888 premium rum distributed by Maxxium Travel Retail, opened today at Madrid airport within the liquor area of Aldeasa’s refurbished main store.
The 37sq m (398sq ft) retail space, called Brugal Island, has been designed to “involve and engage customers and help them discover more about the world of rum”, according to Maxxium Travel Retail.
The rum, which will retail exclusively at €35 ($46) in Aldeasa’s airport stores for the next six months, was created by the fourth and fifth generation of master rum makers Maestro Roneros. Brugal Island will provide product tastings and film footage, feature a permanent bar serving Brugal’s Golden Mojitos and share product knowledge with customers.
Brugal brand director Mark Geary said: “Brugal 1888 is a rum of exceptional quality, the new jewel in the crown of the Brugal family, and Brugal Island provides the perfect backdrop to launch it to the travelling customer. Brugal is growing faster than any other major rum in European travel-retail and our partnership with Aldeasa gives us the opportunity to showcase the brand and demonstrate our joint passion and commitment, as category leader, in developing Brugal and the rum category.”
Aldeasa’s global category manager for food, tobacco and drinks, David De Miguel, added: “This shop-in-shop concept is not only a first for Aldeasa, but also for any spirit in the Spanish duty-free market. We have developed Brugal Island with Brugal and Maxxium to tap into the growing consumer interest in rum. It has been designed to educate our customers, inspiring them to learn more and enhance their enjoyment of rum which will stimulate trial and ultimately drive sales.”