Bacardi Global Travel Retail (GTR) has introduced its first aged, premium-spiced rum Bacardi Caribbean Spiced.
The expression’s flavour profile has been aged under the Caribbean sun and matured in charred oak barrels to develop “subtle oaky notes”. Tasting notes include caramelised coconut sugar, sweet pineapple, cinnamon, vanilla and subtle oak.
In-store promotions include sampling, tropical-themed gifts with purchase and QR codes with cocktail recipe ideas. Consumers will also have the opportunity to learn about the key signature aromas of Bacardi Carribean Spiced by nosing scented ceramic sticks.
Bacardi GTR will run social media and ecommerce campaigns to promote the launch of the new expression and engage travellers before and after their journeys.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said: “The great summer getaway is almost here in so many key rum-drinking markets around the world, so the launch of the new Bacardi Caribbean Spiced, our first premium variant in the fast-growing spiced rum subcategory, is a welcome arrival.”
He added: “It will make the perfect choice for discerning holidaymakers wanting to raise their tropical cocktail-making game.
“From a business perspective, Bacardi Caribbean Spiced is an elevated progression from Bacardi Spiced, our existing spiced offering. Backed by a multilayered marketing campaign, it offers duty-free retailers further means of achieving Bacardi GTR’s long-stated aim: to premiumise the rum category in travel retail.” ✈️
