New BACARDÍ Gran Reserva Especial boosts premiumisation strategy

June 20, 2019
By Alana House

Bacardi Global Travel Retail has announced a new addition to its expanding premium rum portfolio with the launch of BACARDÍ Gran Reserva Especial (16YO).

The release is exclusive to Global Travel Retail, initially available from DFS stores at selected Asia Pacific and North American airport locations from July 2019.

BACARDÍ Gran Reserva Especial is a rare, limited edition, premium sipping rum, using hand-selected the most exceptional barrels of aged rum.

Traditionally aged for a minimum of 16 years in American white oak barrels, the warmth and humidity of the Caribbean climate accelerates the rum ageing process – around three times faster than whisky ageing, for example – but with no reduction in quality as the tropical ageing process develops.

As such, this 16-year aged rum can be compared to a whisky aged for 40+ years, expressing a complexity and smoothness that BACARDÍ says rivals that of the world’s most exclusive Single Malts.

BACARDÍ rum has notably focused on providing age statements across its range of rums to guarantee a minimum age for the liquid, further strengthening the premium characteristics of its portfolio and enhancing consumer understanding in navigating the range with a clear price ladder
directly related to the age and craftsmanship of each variant.

Julie Witherden, Marketing Director, Bacardi Global Travel Retail, said: “Rum is the last category to premiumise in Global Travel Retail with total Premium+ Rum sales growing at +11% (5YR CAGR, IWSR, 2018). As category
leader, BACARDÍ rum is ambitious to seize that opportunity and unlock its true potential.

“We are creating a stunning new landscape with age statements for every type of rum enthusiast. Our commitment to helping consumers explore Rum with greater confidence is underpinned by the quality, range and clarity of our portfolio architecture and its pricing ladder.”

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