Bacardi is opening a store in downtown Nassau, Bahamas, today that will sell all of the Bacardi portfolio of brands, plus a variety of branded accessories never available to the public in an
independent retail store. Brand concept stores have grown in popularity as a way to make a direct connection with the consumer.
While the bright red exterior of the two-story store features
the Bacardi name and trademark, the selection inside will also include spirits from Grey Goose vodka, Bombay Sapphire gin, Dewar's Scotch whiskey, Cazadores tequila and other Bacardi-owned brands.
You'll also find Bacardi red wind-breaker jackets, white guayaberas and black polo shirts, Grey Goose golf bags and martini glasses; Dewar's golf umbrellas and backpacks; Bombay Sapphire beach towels
and sun visors, and Cazadores cowboy hats.
The reason there haven't been brand-concept stores before for spirits is because of the issue of marketing to consumers under age 21. ''There's a
perception that you're going to be attracting lots of kids, and it's been seen as bad public form,'' says Tom Pirko of BevMark.
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