Destilería Serrallés has opened a temporary space at The Mall of San Juan that combines rum sales, cocktail preparation and year-end holiday activities, under the name Colección Reserva Don Q Pop Up Experience. The shop is on the mall’s second level, in the former Saks Fifth Avenue storefront, and will stay open until December 31.
It brings together several expressions of the Colección Reserva Don Q line, including Oak Barrel Spiced, Reserva, Reserva Especial, Reserva 7 and Gran Reserva XO, along with brand merchandise and a station for wrapping gifts bought during the visit. Visitors can also try cocktails made by Don Q mixologists and use areas set aside for photographs.
Adamarie Meléndez, Rum Brand Manager, said the initiative seeks to bring the Colección Reserva Don Q rums closer to consumers in a different way, offering a space that celebrates Don Q’s tradition and quality while creating new opportunities to connect with the brand during Christmas. The opening joins the temporary commercial initiatives that appear during the holiday season, when shopping centers expand their offerings with experiences that combine shopping and entertainment.
Operating hours and the calendar of special activities will be announced through the brand’s social media, @DONQPR.