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Bacardi Opening Concept Store To Connect With Consumers

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.



Read the whole story at The Miami Herald »

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