Bacardi Looks to Expand with Premium Rum Offerings

Chances are if you’ve had a rum cocktail, you’ve had Bacardi. The spirits purveyor is well known across the continent, and used in many many bars. But the brand is branching out to something new, hoping to capitalize on the growing interest in premium spirits.

The Bacardi premium collection hit the U.S. and Canadian markets earlier this year and consists of four new rums: BACARDÍ Añejo Cuatro (4 years aged), BACARDÍ Reserva Ocho (8 years aged), BACARDÍ Gran Reserva Diez (10 years aged) and BACARDÍ Gran Reserva Limitada (16 years aged). This is going to be a major focus for Bacardi, as the premium spirits category is a massively growing sector.

As for how they taste, each one has it’s own flavour profile thanks to the difference in the aging process.

Anejo- Notes of mild vanilla, toasted oak, clove and honey, with a smooth finish.

Reserva- Distinctive, flavor with notes of prune, apricot, nutmeg and vanilla.

Gran Reserva- Bright notes of stone fruits, banana and pear – balanced with caramelised vanilla and oak.

Gran Reserva Limitada- Smooth notes of butterscotch and dried fruit melt away to a long, dry finish.

Bacardi recommends having the Anejo with ginger ale and a splash of lime, while the Reserva can be used in a rum old fashioned and both of the Gran Reservas should be drank neat.

Historically, rum has been the slowest category to offer premium and ultra premium lines of product. Not that there isn’t a market there; just look to the premium tequila explosion to see just how consumers are demanding premium spirits as an alternative to the standard fair. There’s a huge growth opportunity here as well, with millions in potential revenue to brands that earn consumer loyalty early on.

For the price point, Bacardi’s new line shouldn’t scare away the average consumer. The Anejo is around $25, Reserva is $32, Gran Reserva is $40 and the Limitada $80. That’s a smart lineup of pricing, allowing a consumer to gradually go up in age and price point rather than shocking them right away.

If you do decide to pick up a bottle of the new line, here’s a great cocktail to get you started:

Cuatro Presidente

Screen Shot 2018-09-07 at 12.42.36 PM

Ingredients:

  • 1.5 oz Bacardí Añejo Cuatro rum
  • 0.5 oz M&R Rosso
  • 0.25 oz dry Curaçao
  • 2 dashes angostura
  • Orange peel (garnish)

Method:  Add all ingredients into a cocktail shaker, stir with plenty of ice until very cold. Strain into a coupe glass and garnish with an orange peel.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s