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’.
