Higher abv Bacardi Gold launches in UK on-trade

Bacardi is attempting to “drive further growth” in the UK on-trade by giving its Bacardi Gold expression a higher abv of 40% and launching a new campaign.

A higher abv bottling of Bacardi Gold has launched in the UK on-trade

The oak-aged bottling, which previously had an abv of 37%, has been launched in the UK on-trade under the group’s Release the Bats programme, which promotes Bacardi rum’s use in the Cuba Libre cocktail.

Bacardi claims that the higher abv of its golden rum will “bring incremental sales” to category as will appeal to customers who are “looking for more robust flavours”.

Its Release the Bats campaign will initially roll out across specially chosen on-trade venues in London, Manchester and Glasgow for 16 weeks throughout this summer.

Bartenders will also receive training from UK brand ambassador Shervene Shahbazkhani on promoting Bacardi’s use in the Daiquiri and Mojito, as well as Cuba Libre cocktails.

Those who successfully promote the Bacardi Cuba Libre to customers will receive cash vouchers.

Lisa Jazwinski, director of Bacardi in the UK and Ireland, said: “Our latest on-trade activity will capture the hearts and minds of our target consumers whilst driving consideration of Bacardi Cuba Libre.

“We’re confident that the introduction of our higher abv Bacardi Gold rum and our Bacardi Untameable Since 1862 marketing campaign will increase bar calls for Bacardi, as well as driving further growth in the rum category.”

In November last year Bacardi launched its multi-million pound Untameable Since 1862 global marketing campaign, which charts the history of Bacardi through TV, digital and print advertising.