Oakheart to become stand-alone brand

Bermuda-based drinks group Bacardi has confirmed its Bacardi Oakheart spiced rum line will become a brand in its own right.

Launched in 2011, the Oakheart liquid is a blend of Superior and Gold rums, bottled at 35% abv.

“The success of last year’s ‘All in, All Heart’ campaign cemented what we already knew; that Oakheart has its own strong identity and proposition, along with a robust campaign that can stand on its own,” Fabio Di Giammarco, global vice president of rums for Bacardi, told The Spirits Business.

“Both are built off of learnings from the overtly masculine craft spirit world, which is highly appealing to our male, millennial target. As a result, we feel that it is only appropriate that this brand gains its own space. Exact timing is yet to be determined, but it will happen in the back half of this year. Stay tuned for more exciting news coming soon!”

The name Oakheart was created to both resonate well with its target demographic of 18-24 year old males, but also to encourage the “Oak ‘n’ Coke” bar call.

“It’s about mates, adventure, fun and girls,” said the then-Bacardi Brown Forman marketing director Liam Newton at the UK Oakheart launch.