A Sustainable and Premium Brand
Flor de Caña, a globally renowned rum brand, stands out for its strong commitment to sustainability and its eco-responsible distillation process. By partnering with GLOBE GROUPE, an expert in shopper activation and immersive customer experiences, the Nicaraguan house set out with a clear ambition: to strengthen its visibility in mass retail while highlighting its flagship product, the 12-Year-Old rum.
With its complex aromas of red fruits, honey, and roasted nuts, this expression embodies the authenticity and excellence of unique Nicaraguan craftsmanship, appealing to consumers seeking pleasure, meaning, and responsibility.
A Strategic Partnership in Mass Retail
To combine brand awareness with a sensory experience, Flor de Caña and GLOBE GROUPE rolled out a large-scale campaign across six Carrefour hypermarkets in France.
The activation relied on specially designed event podiums, transporting visitors into the brand’s warm and authentic universe. This approach reflects the need to meet new shopper expectations, blending product discovery with responsible engagement, while driving purchase intent.
An Immersive and Engaging Activation
The activation designed by GLOBE GROUPE revolved around three key pillars:
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An immersive stand: a scenography inspired by sugarcane plantations and the natural ageing process of rum, plunging visitors into the Flor de Caña world.
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Guided tastings: led by passionate experts, allowing consumers to savour the 12-Year-Old rum while learning about the brand’s sustainability commitments and distinctive flavours.
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An attractive promotional offer: an instant 20% discount on bottles of the 12-Year-Old rum to encourage immediate purchase.
Thanks to this original and memorable in-store activation, Flor de Caña strengthened its visibility in mass retail while consolidating its image as a premium and sustainable brand. The project once again demonstrates its ability to create differentiating retail experiences where emotion, pleasure, and conversion come together.
