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Brugal brings the Caribbean to Heathrow T5


Maxxium Travel Retail is raising the profile of Brugal with a campaign for the Caribbean golden rum at London’s Heathrow airport.

The activity will take place in the World Duty Free store in Terminal 5 and will include Caribbean dancers, a live band, a tasting presented by a leading mixologist and a video screening to showcase the “Brugal experience”. Customers who purchase a bottle will also be given a free Brugal Guide to the Dominican Republic. The month-long promotion will run until Tuesday 4 May. Brugal, the only rum 100% sourced and made in the Dominican Republic, was launched into European travel retail in July 2009 in Spain and the UK with two exclusive products, Brugal Añejo Reserva and Brugal Extra Viejo Reserva. These expressions are now also available in the Nordics, Belgium and Germany. In the Spanish domestic market Brugal is a dynamic 1m case brand. Maxxium Travel Retail managing director, Glen Williams says: “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.” Commenting on behalf of World Duty Free, the category buying manager for liquor, Nigel Sandals said: “Brugal is a welcome addition to our liquor range and with its offering of both a standard and premium golden rum, will appeal to our customers on a number of levels.  We are also pleased to be working with Maxxium Travel Retail on some exciting and creative in-store activity in our World Duty Free store in London Heathrow Terminal 5, which will really inspire our customers to experience and enjoy the rum category.”   Brugal Extra Viejo Reserva, a powerfully smooth rum with a warming depth and notes of chocolate, spiced fruits and almonds, has a recommended retail price of £29.99 while Brugal Añejo Reserva which offers notes of chocolate and oak intermingled with a smoothness reminiscent of toffee has a recommended retail price of £22.99.  Both have an ABV of 38%.Maxxium Travel Retail Maxxium Travel Retail is the joint venture between two Beam Global Spirits & Wine Inc and The Edrington Group. Maxxium Travel Retail manages premium brands from both companies’ portfolios, plus a number of third party brands in the majority of countries in Europe. Maxxium Travel Retail is responsible for marketing and distribution of the shareholders´ brands. Maxxium Travel Retail is one of the three leading spirits distributors in Duty Free and Travel Retail in Europe. Brugal Brugal is one of the largest international golden rum brands in the world and is in the top 20 of Impact's Top100 growth premium spirit brands worldwide. Brugal - in which The Edrington Group* took a majority stake in February 2008 - is the leading rum brand in the Dominican Republic, where it has over 80 per cent market share. It is a premium brand full of authenticity, strong heritage and unwavering commitment to the highest quality standards. Brugal makes its rum traditionally, aging in over 200,000 American white oak barrels on-site in Puerto Plata. It can be drunk either mixed or straight, and it is well positioned to take advantage of current consumer trends. *The Edrington Group Limited is a major Scotch Whisky company (now with interests in rum) with expertise in blending, bottling, distributing and marketing. It produces several well-known brands, including The Famous Grouse, and premium malts The Macallan & Highland Park. The portfolio also includes Brugal, the leading golden rum in the Caribbean.  


1 April 2010 - Felicity Murray