Bacardí debuts Caribbean SpicedBy Nicola Carruthers
Rum brand Bacardí has launched its first premium spiced aged expression, called Bacardí Caribbean Spiced.
Bacardí Caribbean Spiced combines coconut blossom, cinnamon, vanilla, and oaky char from the barrel. Aged in the Caribbean, the expression is said to have notes of caramelised pineapple and lightly toasted coconut.
To make the spirit drink, Bacardí combined a heavy aged rum base with ‘bold smoky flavours’ of molasses with a light aged rum base.
The rum-based spirit drink was created by the brand’s rum blender, Noidys Herrera, who has worked closely with global master blender Troy Arquiza over the past decade.
Herrara took inspiration from her home in the Caribbean, surrounded by coconut trees.
“The coconut tree has always had a strong link to the Bacardi family, being the emblem of the company symbolising the coconut palm (El Coco) that was planted at the original Bacardí Rum distillery,” said Herrara.
“It is also known in my culture as the tree of life. The magic of the new Bacardí Caribbean Spiced comes from the coconut sugar blossom, a unique and widely unused part of the coconut.”
The expression can be sipped neat over ice, paired with cola or mixed with pineapple juice, coconut cream and cinnamon syrup to make a Piña Colada.
The new bottling taps into the fast-growing flavoured and spiced rum segments, the brand said.
“Category research showed us that flavoured and spiced are the fastest-growing segments in rum and specifically premium rum, and the Piña Colada has risen through the ranks as a top five cocktail,” added Dickie Cullimore, global brand ambassador for Bacardí rum.
“Even more exciting was our discovery that people were looking specifically for unique flavours and aged rums.
“Understanding this desire was key in creating Bacardí Caribbean Spiced and ensuring the flavours and aged rum quality were intensified to deliver the best craftsmanship and taste.”
The launch will be supported by a multimedia campaign – including national out-of-home advertising, a digital campaign, and PR and influencer activity.
The 40% ABV rum is available in the UK initially from Mixlab and Ocado priced at RRP £24 (US$28) per 700ml, and will be followed by a nationwide launch in April in retailers including Tesco and Waitrose.
The product is also available at Revolución de Cuba bars across the UK.
Bacardí is on a mission to premiumise the category in travel retail through its Depth in Every Drop campaign.