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Ocho Años and Maestro De Ron feature in the new Gran Reserva range | |
Bacardi has launched The Bacardi Gran Reserva range of rums in a bid to drive growth in the premium rum category.
Bacardi Global Travel Retail Managing Director Mike Birch said the company was “confident we can do for rum what market leaders in other categories, such as Scotch and Cognac, have done to drive category premiumisation in travel retail”.
The Bacardi Gran Reserva range features two variants. Maestro De Ron is a premium white mixing rum made using a double-ageing process, while Ocho Años is a super-premium gold sipping rum aged for a minimum of eight years in American Oak barrels. It is presented in a gift tube.
The range was initially launched in July 2015 in the US travel retail market, mirroring its introduction into the US domestic market.
“Rum is a tremendously exciting and energetic category enjoying great popular appeal,” said Birch. “As category leader with the world’s most popular rum, Bacardi will drive premiumisation of this category and the clear spine of the rum category to drive category value growth.
“We have a powerful platform of unrivalled heritage and access to stocks of premium, aged liquid; all of which are brought together by the extraordinary craft of the Maestros de Ron. We are also investing significantly in driving category capability and category navigation with key retailers to leverage the opportunity in the sector.”
A one litre bottle of Gran Reserva Ocho Años comes with a recommended retail price of £33.99, with Gran Reserva Maestro de Ron at £29.99.
