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California next for Bacardi Facundo rums

Bacardi is taking its Facundo Rum Collection to California – the first time the limited release range of sipping rums has expanded its reach since successful initial launches in Miami and New York in late 2013.

Chosen from 300 hand-selected blends sourced from the Bahamas, the four blends in the Facundo Rum Collection are released once a year under the guidance of the Bacardi master blender Manny Oliver.

This year’s new release is destined for on- and off-trade clients in Los Angeles and San Francisco, as well as the current markets in Miami and New York.

“The West Coast marks a natural progression in establishing the Facundo Rum Collection in markets primed for luxury rum and new spirits that possess this kind of rich legacy, craftsmanship and rarity,” says Arvind Krishnan, VP of marketing – rums at Bacardi USA, Inc., who describes the Facundo Collection rums as “an art form”.

 

Culmination

Named as a tribute to Bacardi founder Don Facundo Bacardi Massó, the Facundo Collection comprises four rare blends of the finest aged sipping rums all sourced from the Bacardi family’s private rum reserves, and is described as a culmination of 150 years of Bacardi family artistry and dedication to the art of rum making.

“We were given carte blanche with the Collection,” says Maestro de Ron Oliver, who has dedicated more than 37 years to the craft of rum making. “We poured our passion, our knowledge and our creativity into each of the Facundo rums, making each blend distinct from its brethren.”

Each of the four rums in the Facundo Collection – Neo, Eximo, Exquisito and Paraíso – was designed to be sipped in a progression of occasions, each to suit various moments of celebration and reflection.

 

Presentation

Packaging for the range was designed by Duffy & Partners, using a family of custom form, decanter-style bottles that descend in height to reflect the age and value of the rum within, perhaps also reflecting the declining level of the rums in the barrels as they mature and evaporate in the tropical conditions of the Bahamas – after 23 years, just 5% of the original liquid may remain.

Each bottle features a heavy base, oversized opening and embossed glass, decorated with foil die-cut labels and brushed or polished metal closures in different metallic colours, which bring a harmony to the range.

Neo is the only white rum in the Facundo Collection, and is a blend of medium-to heavy-bodied rums aged up to eight years before being filtered over activated carbon. It is presented in the tallest bottle with polished silver, charcoal grey and a hint of off-white. Price $45.

Eximo is the only one of the four rums that is blended before aging. It features a blend of medium to heavy-bodied dark rums aged in fine white oak barrels with a golden oak colour. Bottle: polished gold, gunmetal grey and an accent of off-white. Price $60.

Exquisito is described as a bold, dark yet delicately balanced rum blend with a light cherrywood hue, marrying younger rums aged seven years with matured rums aged 23 years aged in oak barrels and finished in sherry cask.  Bottle: polished copper with a cream accent. Price $120.

Paraíso is an expertly assembled blend of dark rums aged up to 23 years that is filtered over activated carbon and then rested in French (XO) casks for a minimum of one month, with a deep amber colour. Bottle: highlights the Bacardi red with polished gold accents. Price $250.

Secondary packaging for Eximo and Exquisito consists of board with de-bossed art, gold foil and spot varnish, and for Paraíso a soft-touch leather, routered artwork and gold-foiled typography with a silk interior lining.

 

Celebration

The Bacardi Facundo Rum Collection came about as a result of an event organised to celebrate of the company’s 150th anniversary in 2012. The family decided to share their treasured reserves and launch a collection of rums never previously released to the public.

“The 150th anniversary celebration was a time of great reflection for the family,” says Facundo L. Bacardi, chairman of Bacardi Limited and the great-great grandson of the company’s founder. “There was a consensus that now was the time to share this luxury brand with our customers.”

16 September 2014 - David Longfield