InnoTRI attracts rum experts

Inevitable InnoTRI attracts experimental rum connoisseurs with the promise of quenching their thirst for curiosity success by JAS RYAT

Cihuatán Sahumerio is Cihuatán’s limited edition rum for 2020 that is encased in packaging that exudes the brands rich narrative

As travel retail begins to recover from the blows it has been sustaining in 2020, Miami-based InnoTRI has shifted its focus to support its brand partners in efforts to enter the US domestic market. With El Salvadorian partner Cihuatán Rum, InnoTRI has managed to extend its reach into multiple US states, Florida to follow in 2021, and over 200 stores. As liquor stores are considered an essential business in most US states, they have remained opened. In the midst of the global pandemic InnoTRI managed to actually open up the state of Texas. Coupled with the Cihuatán team, InnoTRI has managed to achieve its first semester targets for the US domestic markets.

Innovation plays a key role in InnoTRI’s DNA. As Christoph Henkel, InnoTRI Co-Founder & Manager, and Walter Aguilar, Commercial Director for Cihuatán, have successfully built an extension to the domestic business, they are now positioning themselves to be prepared when the doors to travel retail fully reopen.

“We are close to finalizing an agreement with a major liquor producer who we will partner with for the region in travel retail. At the same time we want to keep our approach of adding excitement and innovation to the spirits portfolio and distribution in the travel retail channel,” explains Henkel. “We have and will continue to offer a true partnership with our brands as we also think long term in getting back to a strong and exciting business that offers innovative products and value for retailers and customers without compromising brand values.”

In with the new Most recently the team introduced Cihuatán Sahumerio and Cihuatán Xaman, the first XO to be exported from El Salvador.

Cihuatán Sahumerio is Cihuatán’s limited edition rum for 2020, created as a celebration of fire, regarded by the ancient Maya as a benevolent and transformative force. According to Mayan lore, fire was the conduit of love, passion and bliss. Thus, every loving home would have a “Sahumerio” burning at its center in honor of Chantico, goddess of fire and love.

Cihuatán Xaman is an ultra-premium rum that joins the Cihuatán range in July 2020. This XO rum is the ultimate ode to the Cihuatán valley’s enchanting Mayan heritage. Fondly named after Xaman, god of the North Star and protector of the valley, this elegant composition features a blend of extra-old rums aged in American oak ex-Bourbon barrels and then finished in Mayan Ceiba, the tree of life.

In true Cihuatán fashion, the bottles are a crucial part of the brand messaging. In the heart of every bottle of Cihuatán Xaman lies the “Sleeping Woman,” Mayan goddess and guardian of the Cihuatán valley. Legend has it that under the veil of night, the Sleeping Woman would look for the brightest star in the sky. This was Xaman, god of the North Star. She would ask Xaman for wisdom and prosperity for the valley and its people. Xaman would then rest atop a sacred Ceiba tree, the Mayan tree of life.

Both items will be able to ship to customers in the last week of July or early August 2020.

All that sparkles A report from the Whisky Exchange (TWE) states that sales in rum skyrocketed by 165 percent in the third quarter of 2019. InnoTRI is ready for a rum renaissance as both new expressions are made to attract the lovers of dark premium spirits such as cognac and aged whiskey. The Cihuatán range is out to engage with experimental men and women in their pursuit of wanderlust, who are attracted to its striking design and exceptional taste. The limited editions (Sahumerio in 2020) have seemingly caught the attention of collectors, purchasing to consume and curate.

Aguilar comments: “In my opinion the travel retail environment has always been and will always be a place where you want to find something special — exclusive products with a story and quality but also expressions of brands that are growing in the domestic markets in a fast way as it is the case for Cihuatan for example in the US, Canada, Germany, France, Czech, Switzerland, Italy, Denmark, Ecuador and others.

He continues, “At the same time it is not a product that is involved in this fierce price war between domestic and travel retail environments and therefore will for sure bring a sparkle and value into the liquor section of each store. Most buyers are not looking at range extensions at present, but for sure are benefiting from unique products, packaging and quality artisanal aged rum that really pops and looks fantastic and will draw the muchneeded end customers.”

More than the basics At the moment InnoTRI, like many brands, is focusing on bestsellers because of the COVID-19 situation. “The consumer will have a desire for a fresh option on the shelf. Wanting to sell only bestsellers and not considering the customer looking for innovation would result in loss of sales and creating an image of not having the latest products,” explains Henkel.

Henkel is confident the spirits category in duty free will continue to be more resilient when compared to other categories. He feels the InnoTRI consumer is much more aware and educated about the happening in the category.

Henkel’s positivity mandates inevitable success: “Sustainability, Social Responsibility, a long-term vision combined with [brand] values and constant innovation will help brands to bounce back from this crisis.”