January 30, 2020

Bacardi Rum Wows at MIA

The enormous golden palm tree beckons travelers to the activation positioned centrally inside Miami International Airport. Travelers trigger the release of a single golden coconut that features one of five Bacardi rum variants for sampling. With coconut in hand, brand ambassadors guide guests to the tasting bar as they explain the aging process and the selected rum’s unique taste profile. While travelers sample the aged spirit, they learn more about the “Angel’s Share”—the portion of liquid lost to evaporation during barrel aging—or take a fun selfie at the Miami-themed photo booth. Consumers can also use the personalization station to customize their purchased bottle of rum. This multi-sensory design was brought to life by Bloommiami for Bacardi Global Travel Retail. Explore more of the interactive campaign below: