Thursday, April 5, 2018

Bacardi Looks Toward Premium Positioning with These New Rums

     Bacardi is aiming to unlock the potential for further premiumization in rum with the launch of two new products.  Bacardi is looking to increase its premium credentials, by adding a group of higher end rums to its portfolio. 
     Bacardi Añejo Cuatro is said to “introduce consumers to a more sophisticated, complex side of rum while still being a smooth and drinkable product”. It has been aged for four years.   “The future of rum is bright, and we are excited to introduce an accessible entry point to premium rums with Bacardi Cuatro,” said Sarah Doyle, vice president – Europe, for Bacardi rum.   “As people become more adventurous and aware of what they drink, we think now is the perfect time to spark conversation about the versatility and enjoyability of the Bacardi rum portfolio among a new generation of LDA [legal drinking age] drinkers.”
     Bacardi has also launched Bacardi Gran Reserva Diez, a 10-year-old expression. Both new rums will sit alongside the premium-plus Bacardi Reserva Ocho (US$29.99) and Bacardi Gran Reserva Limitada (US$100) bottlings.   Figures released by Bacardi show that rum has not premiumized at the same rate as other categories. Premium rum makes up just 15% of the category, compared to 53% market share for premium Tequila and 43% for premium whiskey.   As such, the producer has identified the potential for more than US$500 million in additional sales if it secures a 25% uplift in premium rum.        Bacardi Añejo Cuatro has an RRP of US$19.99, while Bacardi Gran Reserva Diez is priced at US$39.99.
     Last year, Bacardi unveiled a rum in collaboration with Trinidadian DJ and music producer Jillionaire, the brand’s newly appointed ‘minister of rum’.