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Bacardi launches super premium sipping rum

Bacardi Gran Reserva Maestro de Ron is a new super-premium white sipping rum that is being launched initially as an exclusive to global travel retail.

The blend, according to Bacardi, was inspired by a recipe passed down through generations of master blenders and uses a slow-filtering of the blended rum – aged up to three years – through a unique coconut shell charcoal, thus creating a superbly smooth rum. The rum expresses fruity, floral and vanilla notes with hints of walnut, oak and almond with a taste that is mellow, with slightly sweet notes and a hint of vanilla – perfect for drinking neat or on the rocks.

The first limited production of Bacardi Gran Reserva Maestro de Ron is expected to drive trade-up among premium spirits drinkers and create new drinking occasions for rum.

Mike Birch, MD Bacardi GTR, outlines the power of the new rum to deliver a vital new dynamic to the category: “The global super premium white spirits segment has grown strongly over the past decade and, backed by the unique quality and heritage of the Bacardi brand and its market-leading position in the category, we are seizing a clear opportunity to upgrade existing white spirits shoppers into the super premium white rum segment. We are confident that this stunning innovation will set the pace globally for growth in the rum category and inject new levels of excitement among consumers that will ultimately lead to premiumisation of the rum category as a whole.”

Bacardi Gran Reserva Maestro de Ron is offered in a new sophisticated and distinctive bottle designed by Toscara, Paris, that features Georgian-style green glass and elegant, strong lines reflecting the essence of the brand and its heritage. The optical effect of the glass interacting with the rum enhances the clarity, smoothness and purity of the liquid, creating a powerful and distinctive on-shelf statement.

The Bacardi heritage is expressed through the unmistakable wax seal, featuring the revered bat logo, engraved script on the glass, a hand-crafted label and a premium stopper shaped from raw wood, conveying the integrity of this authentic and natural product.

Amit Datta, brand manager Bacardi Rums, Bacardi GTR, has led the launch and comments: “Discerning rum consumers will be intrigued to experience this super premium white sipping rum, hand-crafted by today’s maestros de ron and inspired by a generations-old recipe. We are determined to fully harness the unique power of the brand to drive category growth through this and further innovative launches and activations to engage and excite the consumer, creating clear differentiation in the category.”

The launch will be supported through a strong programme of HPPs at major airport locations across the world, beginning in summer 2014. With a particular emphasis on sampling and engagement, consumers will be drawn to the stunning new Bacardi Cuban tasting bar concept, re-creating an authentic retro-style experience of old Havana.

Bacardi Gran Reserva Maestro de Ron is priced at £36.00 / litre bottle.
Bacardi Limited is the world’s largest privately held spirits company, which crafts its rums in Puerto Rico and other locations, then bottles them in the US and abroad to distribute to 150 countries around the world.

28 May 2014 - Felicity Murray The Drinks Report, editor