A Collaboration Around a Premium and Eco-Friendly Brand
The renowned Flor de Caña rum brand, celebrated for its commitment to sustainable development and eco-friendly distillation processes, has partnered with Globe Groupe, a specialist in marketing activation and immersive customer experiences. Together, they are launching a large-scale campaign in six of the largest Carrefour hypermarkets in France.
This collaboration reflects Flor de Caña’s ambition to boost its brand visibility within the mass retail market, targeting both rum enthusiasts and curious shoppers. Their hero product, the 12-Year-Old rum, stands out for its unique aromatic profile of red fruits, honey, and roasted nuts — a true embodiment of Nicaraguan expertise and authenticity.
Through this partnership, Flor de Caña and Globe Groupe aim to increase brand awareness in the grocery retail channel while offering a sensory shopping experience aligned with the evolving expectations of today’s consumers.
An Engaging and Immersive In-Store Activation
rum lovers are invited to explore the rich aromas of Flor de Caña’s 12-Year-Old rum through a unique experience set up within specially designed Carrefour Podiums.
GLOBE GROUPE conceptualized and deployed an immersive environment, transporting visitors straight into the warm and authentic atmosphere of the Nicaraguan distillery. The activation includes:
An immersive stand: Designed to evoke the spirit of Flor de Caña’s sugarcane fields and natural aging processes, creating an engaging and sensorial brand world.
Guided tastings: Hosted by passionate brand ambassadors, allowing consumers to experience the 12-Year-Old rum while learning about Flor de Caña’s eco-friendly commitments and distinct flavor profile.
An attractive promotional offer: A 20% immediate discount on the purchase of the 12-Year-Old bottles, encouraging direct sales at the point of purchase.
With this experiential marketing strategy, GLOBE GROUPE once again demonstrates its expertise in brand activation, forging a strong, memorable connection between the brand and its consumers.
