Bacardi has embarked on a summer sampling campaign in the on-trade alongside bartender engagement, focusing on the Cuba Libre cocktail and shots of its new spicy Carta Fuego.
Activity is running in Leeds, Glasgow and London for 12 weeks until August for free-trade and managed retail customers, mainly targeting the brand’s audience of men aged 18 to 29.
Its team of brand ambassadors aim to bring about 85,000 Bacardi serves to drinkers and encourage them to share their experiences via social media.
The activity follows the success of Bacardi’s “Release the Bats” on-trade sampling programme last summer, which resulted in an average 192% sales uplift in participating outlets.
This summer sees the addition of Bacardi Carta Fuego, the spiced rum launched in the UK earlier this year and promoted for shots. The sampling will deliver this in venues between 11pm and 1am, with the Cuba Libres being handed out between 8pm and 11pm.
Bacardi Carta Fuego will also feature on the “Choice or Chance?” bat spinner (pictured) which gives people the chance to add drops of Tabasco sauce to their shot.
The campaign will drive advocacy amongst bartenders, helping them to provide a superior service. Outlets will be offered a special training session which will include perfect serve training as well as brand immersion.
The campaign will be supported by point-of-sale materials including tent cards, bar runners, back bar displays and digital ads to educate consumers on the serves.
Bespoke premium drinking vessels to serve Bacardi Cuba Libre and Bacardi Carta Fuego shot glasses will be available to improve stand-out of the key serves.
To further engage consumers in the bar and to drive further sales of the new serves, there will be limited-edition instant-win peel-back coasters available throughout the campaign.
As well as learning about the product, consumers can peel back the sticker on the top of the coaster to reveal if they have won the prize of a six-month membership with music streaming service Spotify.
Lisa Jazwinski, Bacardi UK & Ireland brand director, said: “We want to inspire and engage with our target consumers whilst driving consideration of Bacardi Cuba Libre and Bacardi Carta Fuego in outlet.
“With the sampling activity and customer support on offer, we’re confident that this year’s on-trade sampling programme will drive significant sales growth for our customers’ outlets as well as increase brand loyalty among consumers.”