Rum Brand Debuts Pop-Up at Miami Airport

Brugal, a rum brand and producer in the Dominican Republic, debuted an immersive pop-up experience at the Miami International Airport that pays homage to the brand’s heritage. 

The pop-up is located in Terminal D, where travelers can explore Brugal’s 135 years of rum craftsmanship and experience the brand’s ultra-premium double-aged rum, Brugal 1888.

The pop-up will be open for one month (through Jan. 3). The small vibrant space was designed to transport guests into the world of Brugal through “immersive sensory-driven tasting” experiences and informative signage on the brand’s rich heritage in a bespoke bar and lounge, according to a Dec. 12 media release. 

Brugal ambassadors welcome guests to the bar portion and conduct guided tastings of Brugal 1888 rum and provide insights into its craftsmanship. Visitors can choose to indulge in a chocolate pairing with Exquisito Chocolates and a neat pour of the rum or have a specialty cocktail. The featured cocktail is a Brugal’s twist on a classic Old Fashioned, including Brugal 1888 rum, simple syrup, Angostura bitters and a spritz of orange essence. 

The pop-up also features a curated gallery space, comprising a “heritage wall” of portraits and historic artifacts that tell the story of Brugal's origins and history, per the release. 

Additionally, a dedicated lounge space encourages guests to linger and “enjoy a moment of respite during a bustling holiday travel season.” QR codes throughout the space allow guests to explore the brand even after leaving the pop-up. 

"This experience, inspired by La Casa Brugal, invites consumers on a journey into my family's rich history, immersing them in the artistry behind crafting and aging our exceptional rums," fifth generation Maestra Ronera Jassil Villanueva Quintana said in the release. "Miami has historically been a vibrant and dynamic market for Brugal, making it the perfect setting for this immersive experience. Each sip of rum transports you to the legacy of our founder and my great-great grandfather, Don Andrés Brugal – one that has been meticulously cultivated over five generations.”

“La Casa Brugal” is a special event that the brand has hosted in Miami, Texas and New York that immersed consumers into the Brugal family's version of a Dominican Hill Country retreat and educated them on the history of 1888.

Don Andres Brugal founded Brugal in 1888 with his sons. They cultivated sugarcane first and then began to distill rum. Each successive generation of Maestros has since followed in his footsteps, which led to the brand's signature double-aging technique and use of ex-Bourbon and Oloroso sherry casks, according to the brand.

The pop-up is open from 12-9 p.m. Bottles of Brugal 1888 are also available for purchase at Duty Free Americas.

Sweetener brand Sweet'N Low, dairy manufacturer Tillamook County Creamery Association and PepsiCo’s Pure Leaf iced tea brand have also previously launched their own brand activations and pop-up experiences at airports across the U.S.