Following the success of single malts in the whisky category, Bacardi Global Travel Retail is introducing a similar product idea for the rum category with the launch of Single Cane Estate Rums. This distinctive collection of small batch, premium aged rums from sugarcane estates across the Americas, each expressing the unique character of its home, will be exclusive to the travel retail channel.
Bacardi positions Single Cane Estate Rums for the rum enthusiast as the rum category equivalent of a single malt whisky, echoing the malts category’s detailed emphasis on quality, provenance and education. Single Cane Estate Rums will initially be available in Heinemann airport stores in Frankfurt, Hamburg, Berlin, Vienna, Oslo, Copenhagen, Istanbul and Riga.
Rum is the third largest spirits category representing 12% globally in domestic markets, yet it commands only 5% share of spirits in global travel retail. Bacardi says it is committed to leading the rum category into growth through premiumisation, shopper education and communications with Single Cane Estate Rums addressing the ‘single malts’ positioning opportunity for the rum category.
Mike Birch, MD Bacardi Global Travel Retail, comments: “As the world leader in rum, Bacardi has a unique ability to drive rum category premiumisation, the credibility to deliver new perceptions of the rum experience and the insight and innovation to create new categories within rum. Only 24% of rum sales in global travel retail are high value compared to 76% total spirits and we are confident there’s a major opportunity in travel retail for this exciting and energetic category. Single Cane Estate Rums are a key component in Bacardi’s strategic drive to create category differentiation.”
The initial launch of Single Cane Estate Rums comprises two variants – Worthy Park Estate from Jamaica and Consuelo Estate from Dominican Republic.
Worthy Park Estate rum is a warm amber rum distilled in small batches using sugar cane harvested from the heart of the Lluidas Vale in the temperate microclimate of the Cockpit Mountains in Jamaica, 1200 feet above sea level – which slows the ageing process and allows the smooth and rich favours to develop gradually. After fermentation, traditional pot stills are used to create the base rums that are selected for aging in American white oak casks between two and five years. Worthy Park Estate rum is available in 1 litre bottles priced at €29.90.
Consuelo Estate rum is a smooth golden rum made from the juice of virgin sugar cane, grown in the coastal plantations of south-eastern Dominican Republic where local farmers have harvested the sugar cane by hand for generations and are highly experienced in selecting only the best varieties when the crop is ready. The rum is shaped by a unique microclimate of Caribbean sun and cool winds from the sea, resulting in ideal ageing conditions. Consuelo Estate rum is available in 1 litre bottles priced at €27.90.
The bottle design is sleek and contemporary with embossed lettering in the glass and comes with a distinctive gift box complete with the exact latitude and longitude of the estates where the cane is grown, processed and distilled.
Both variants are best enjoyed served with a dash of spring water to open up the aromas and delicate flavours…like a good single malt.
13 July 2015 - Felicity Murray The Drinks Report, editor