Brugal 1888 launches at Brugal Island, Madrid

Brugal 1888, the new premium rum distributed by Maxxium Travel Retail, is now available at a newly created and dedicated rum tasting bar and retail space called Brugal Island, in Aldeasa’s The Shop at Madrid airport T4.
 
Introduced to coincide with its launch into the Spanish domestic market, Brugal 1888, which retails at €35 in travel retail, is available exclusively in Aldeasa’s airport stores for six months. Created by the fourth and fifth generation of Maestros Roneros (master rum makers), Brugal 1888 is both double-distilled and double-matured and has been developed to pay tribute to the year Brugal was founded by Andrés Brugal.

Brugal Island is a 37sqm retail space within the liquor area of Aldeasa’s refurbished main store and part of the walk through and interactive retail environment. Designed to bring something different to the duty free retail experience, Brugal Island embraces the whole rum category. Sign-posted by the Brugal shield, the area has been designed to encourage consumers to discover more about the world of rum, with product tastings and film footage, which includes scenes from the Brugal distillery and of the Maestros Roneros at work.  Brugal Island also features a permanent bar with a full-time bartender, serving Brugal’s Golden Mojitos and sharing his product knowledge and enthusiasm with customers.

Maxxium Travel Retail is developing a six-month programme of activity with Aldeasa. The retailer’s global category manager for food, tobacco and drinks David De Miguel, says: “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.”

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, United Kingdom, The Netherlands, Belgium and Germany. In the Spanish domestic market Brugal is a one million case brand.

1 January 2011 - Felicity Murray