Maxxium gives Brugal travel retail push

13 April, 2010

Maxxium Travel Retail is to launch a campaign for its Brugal rum in Heathrow terminal 5.

Activity will take place in the World Duty Free store and will include Caribbean dancers, a live band, a tasting presented by a mixologist and a video screening to show the Brugal experience. Customers who purchase a bottle will also be given a free Brugal guide to the Dominican Republic. The promotion will run until Tuesday 4 May.

Maxxium Travel Retail managing director, Glen Williams said: “Brugal is an important brand within our portfolio and is growing faster than any other rum in European travel retail. We have been investing to support Brugal since its launch last year and the UK is an important part of our drive to extend distribution across Europe. This activity at Heathrow T5, which will have distinctive stand-out, demonstrates our commitment to building the brand’s profile within the channel.”

Brugal Extra Viejo Reserva has a recommended retail price of £29.99 while Brugal Añejo Reserva has a recommended retail price of £22.99. Both have an abv of 38%.





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Private Collection on parade

Another one of those low key informal briefings this time revolving around the new Johnnie Walker expression: John Walker Private Collection 2014.

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