Gruppo Campari is testing a new spiced rum as it looks
to extend its presence in the category.
Speaking to analysts following the release of the company's first-quarter results yesterday, CEO Bob Kunze-Concewitz said the move was a "major new
innovation" for the company. The new product is called Baron Samedi -
named after a Haitian voodoo god. "The
spiced rum world is awash with sailors, pirates, admirals and such,"
Kunze-Concewitz said.
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| Baron Samedi James Bond Movie |
"We're
coming with, I think, a very distinctive proposition built on the voodoo
storytelling available in the Caribbean. So, let's see how that goes." Kunze-Concewitz
did not disclose test markets on the call but the Baron Samedi website's age gate gives Australia, Canada, US and Mexico as country
options.
Read More at http://www.just-drinks.com/news/gruppo-campari-tests-new-spiced-rum-brand-baron-samedi-ceo_id120184.aspx
The Baron
Samedi features Caribbean column still rum and a small amount of Jamaican pot
still rum. It is made up of 100%
natural ingredients including vanilla, cocoa,
cinnamon and our signature spice, Haitian Vetiver - a bunch grass that adds
earthy and woody notes.
On the palate, it is smooth and rich. Baron Samedi is specifically blended to be
paired with traditional spiced rum mixers such as cola or ginger beer, or to be
enjoyed as a shot. Served up at 45% abv
this is not your mamby-pamby spiced rum.
It truly packs a punch. Suggested
Retail price is around $29.00.
