The 2017 hurricane season was hard on tourism, but Bacardi says it’s seeing a rebound.
According to Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, “In Latin America, there’s slow recovery from the 2017 hurricane season, but economically there are some general signs of improvement versus a year ago. Colombia is showing especially good growth, boosted by the opening of additional terminal space at Bogota shared by DFASS and Dufry and in the existing Motta space. We are also seeing improvements in demand from Brazil around our whisky, vodka and gin portfolio.”
Across the Americas in 2018 Bacardi will be building on the success of its large-scale brand campaigns in 2017. “These campaigns delivered tremendous engagement with existing brand lovers and recruited new interest; they drove footfall and double-digit sales uplift with travellers who were intending to shop the spirits category and, significantly, converting those whose curiosity with the campaign instigated them to make a purchase.”