Flor de Caña launches Centenario 25

Flor de Caña has today launched Centenario 25 –  an ultra-premium Nicaraguan rum initially exclusive to the duty free market.

Flor de Caña, the Slow-Aged rum of Nicaragua, today launched Centenario 25, an ultra-premium rum that will be available exclusively in duty free stores. The new rum, which will retail for US$140, features the elegant new package design that Flor de Caña is introducing across its brand portfolio in response to the growing worldwide popularity of its rums, which have been distilled from estate-grown sugar cane by the same family since 1890. Long the most popular rum in Central America, Flor de Caña has seen a double-digit growth per year over the past decade and is now available in 40 countries. The brand is on track to sell more than 1 million cases in 2013.

“Flor de Caña’s new Centenario 25 rum is our crown jewel,” says Robert Collins, MD, Flor de Caña. “It showcases Flor de Caña as unique, modern and ultra-premium – exactly what we need to appeal to our growing fan base around the world.”

Centenario 25 is an exciting addition to the brand’s Centenario Collection in its unique packaging. The black-and-gold label features an abstraction of the Nicaraguan volcano, while the rum seems to float in the bottle that sports sharp, bevelled edges and a heavy solid-glass base. The premium cork closure is topped with an embossed ‘Flor de Caña’ gold medal coin. 

The rum has a deep and elegant amber hue and an integrated aroma with hints of vanilla, wood and dark cocoa. The smooth taste offers further notes of fruit, almond and caramel and a touch of sweetness that lingers in a long, buttery finish.

The new Centenario 25 ultra-premium rum will be entered in international spirits competitions, but it will be sold exclusively in duty free markets until late 2014.  

“The launch of our ultra-premium Centenario 25 was designed to elevate the value of the brand and attract a wider audience in the global marketplace,” says Collins. “Once consumers taste it, they will appreciate what Flor de Caña fans have known for more than a century: that thanks to its handcrafted, Slow-Aged process, this family-owned Nicaraguan rum is among the finest rums in the world.” www.flordecana.com

8 November 2013 - Felicity Murray The Drinks Report, editor