The new golden rum, named in tribute to the year the distillery was founded, will be available exclusively to Brugal Island - based in travel retail operator Aldeasa’s main store – for a period of six months.
The Terminal 4-situated store will include a permanent bar and bartender, offering product tastings that will include Brugal mojitos.
With film footage featuring the Brugal distillery and the work of master rum maker Maestros Roneros, Brugal Island, is aimed at “engaging” with customers through an “interactive retail environment”.
According to David De Miguel, Aldeasa’s global category manager for food, tobacco and drinks, the store - a joint development between Aldeasa, Brugal and Maxxium Travel Retail - will “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,” he said.
Brugal brand director, Mark Geary, said: “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.”
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.”
Brugal 1888, a “double distilled, double matured” rum, retails at €35 and is expected to be rolled out more widely across travel retail markets in 2011.