Travel Retail and Duty Free Business Intelligence    Thursday 31 July 2014

SPIRITS AND WINES

Mount Gay Rum makes UAE launch with Dubai Duty Free

Published: 15/07/11

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

UAE. Rémy Cointreau Global Travel Retail (GTR), in partnership with Dubai Duty Free, has launched Mount Gay Rum at Dubai International Airport.

The promotion took place in the first two weeks of July in a prime location.

Mount Gay Rum was presented on purpose-built display stands shaped like the bows of an ocean-going yacht. The brand has had marine connections for over 300 years, from the first barrels of rum to set sail from Barbados in 1703 to sponsoring hundreds of regattas today.


At the helm are the two most famous expressions in the portfolio: Mount Gay Rum Extra Old and Mount Gay Rum Eclipse. Brand ambassadors (‘shipmates’) dressed in white and red, the Mount Gay Rum colours, were on hand to invite passengers to taste the product.

Rémy Cointreau GTR Trade Marketing Manager Laetitia Letellier said: “Rémy Cointreau GTR and Dubai Duty Free have worked hard together to present Mount Gay Rum in a way that emphasises its distinguished heritage. Travellers respond well to such activations and the results of this promotion are very satisfactory.”

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