Bacardi unveils new white sipping rumBy Becky Paskin
Bacardi hopes to premiunise the rum category “as a whole” with the launch of a new super-premium white sipping rum in global travel retail.
Bacardi Gran Reserva Masetro de Ron is a blend of rums aged for up to three years that have been filtered through coconut shell charcoal for a “superbly smooth” and “mellow” taste designed to be drunk neat or over ice.
The new expression, which carries an RRP of £36 for one litre, will be launched into major airports around the world this summer supported by a Bacardi Cuban bar tasting concept.
Mike Birch, managing director of Bacardi Global Travel Retail, said: “The global super premium white spirits segment has grown strongly over the past decade and, backed by the unique quality and heritage of the Bacardi brand and its market-leading position in the category, we are seizing a clear opportunity to upgrade existing white spirits shoppers into the super-premium white rum segment.
“We are confident that this stunning innovation with Bacardi Gran Reserva Maestro de Ron will set the pace globally for growth in the rum category and inject new levels of excitement among consumers that will ultimately lead to premiumisation of the rum category as a whole.”
The rum is presented in a distinctive green-tinted Bacardi bottle with wax seal and wood stopper that underpins the product’s super-premium status.
Its launch follows that of the Facundo Rum Collection – a range of super-premium sipping rums revealed by Bacardi in November last year. It features Neo, a carbon-filtered blended white rum made with spirits aged up to eight years.