Our Cuba Libre ambassadors visited over 40 bars in Auckland, Wellington, Christchurch, Queenstown and Dunedin. Each venue was visited on multiple occasions and during their visits the ambassadors had two key roles:

1. Talking to patrons in the bars “in character” to drive trial, purchase and increased awareness of the Cuba Libre cocktail and Havana Club rum. The team were well versed in the history of Cuban rum and distributed vouchers for a free Cuba Libre to bar patrons they interacted with.

2. Testing bar staff on their knowledge and assessing the quality of their Havana Club displays. Participating bars and their staff were made aware in advance of a range of incentives on offer to reward excellent product knowledge, great brand displays, and sales.