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Bacardi eyes malt market with single estate rums
Bacardi has claimed to capitalise on the “single malts positioning opportunity in the rum category” with the launch of a new collection of single estate expressions in travel retail.
Bacardi has moved into the single estate rum category with two travel retail exclusives
Touted as a “breakthrough innovation”, the Single Cane Estate Rums range is comprised of two variants made using ingredients from sugarcane estates across the Americas.
The range is aimed towards the rum connoisseur as is positioned as the “rum category equivalent of a single malt” whisky.
The first two rums launched in the range are Worthy Park Estate (€29.90) from Jamaica and Consuelo Estate (€27.90) from Dominican Republic.
Worthy Park Estate rum has been distilled in small batches using sugar cane harvested from the Lluidas Vale of Jamaica’s Cockpit Mountains and is aged in American white oak casks for between two and five years.
The rum is said to have a flavour of dried honey, tobacco and Spanish cedar with subtle floral undertones.
Consuelo Estate rum is made from sugar cane coastal plantations of south-eastern Dominican Republic and is said to have a flavour of honey clusters, dry cocoa, sweet oats and a hint of citrus.
“As the world leader in rum, Bacardi has a unique ability to drive rum category premiumisation, the credibility to deliver new perceptions of the rum experience and the insight and innovation to create new categories within rum,” said Mike Birch, managing director of Bacardi Global Travel Retail.
“Only 24% of current rum sales in global travel retail are high value compared to 76 percent total spirits and we are confident there’s a major opportunity in Travel Retail for this exciting and energetic category.
“Single Cane Estate Rums are a key component in Bacardi’s strategic drive to create category differentiation.”
Bacardi’s Single Cane Estate Rums will initially be available in Heinemann airport stores in Frankfurt, Hamburg, Berlin, Vienna, Oslo, Copenhagen, Istanbul and Riga from 1 July.
The collection follows the launch of Bacardi’s high-end sipping rum range the Facundo Rum Collection in 2013, which has recently been rolled out across Europe.