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Bacardi targets Cognac drinkers with new sipping range

Bacardi has taken a step upmarket with the launch of a limited edition range of aged sipping rums which intend to convert Scotch and Cognac connoisseurs.

Bacardi The Facundo Rum Collection
Bacardi has its sights set on Cognac and Scotch enthusiasts with the launch of its new sipping rum collection

The Facundo Rum Collection pays homage to the brand’s founder Don Facundo Bacardi Massó and will feature four handcrafted expressions, most of which are intended to be sipped straight.

The collection consists of Neo, a carbon-filtered blended white rum which is made with spirits aged up to eight years, Eximo, an expression which has been blended before a 10-year aging process in American oak, Exquisito, made from seven to 23-year-old rums and finished in Sherry casks, and finally sitting at the summit of the range is Paraiso, a rum which is aged for up to 23 years and finished in Cognac casks.

Made from the Bacardi family’s personal reserves, it is hoped that the collection will situate the brand prominently in the luxury marketplace.

With only 1,500 cases available in its first year, The Facundo Rum Collection will initially be available only in New York and Miami from the middle of this month.

Neo, which is also being marketed as an ideal cocktail base spirit, carries an RRP of US$45, Eximo and Exquisito will retail at US$60 and US$90 respectively, while top-of-the-line Paraiso has an RRP of US$250.

It has also recently been announced that Bacardi will become the first international spirits group to offer a complete mescal portfolio in Mexico.



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