Bacardi Global Travel Retail (GTR) has unveiled a super premium, ultra-aged rum from Santa Teresa as a travel retail-exclusive.
The latest release underscores the drinks company’s commitment to premiumising the rum category in duty-free, Bacardi GTR noted.
Santa Teresa Bicentenario Ron Ultra Añejo has been crafted using a vintage blend of the oldest and exclusive rums from the Hacienda Santa Teresa, which dates back to 1796.
The ultra-premium expression is a product of four generations of the Vollmer family, showcasing the rum-making heritage of their family, who has continuously operated the distillery since 1830.
This marks the first public release of Santa Teresa Bicentenario Ron Ultra Añejo.
Specially made for rum connoisseurs, the expression features what is described as robust character, with notes of toasted wood, leather, tobacco, dates and almond on the nose.
On the palate, it offers rich flavours of cacao, sweet vanilla and warming clove, while the finish is complex with notes of rich dark toffee coming to the fore.
The liquid is presented in individually numbered crystal decanters embossed with the signature Santa Teresa monogram and is housed in a velvet-lined leather presentation box.
The rollout is being supported by various in-store promotions featuring a branded sampling bar, back wall display units and shelf talkers which complement the premium packaging.
Bacardi Travel Retail Marketing Director Darragh Ryan said: “Up until now, the rum category in travel retail has lacked prestige-plus travel retail-exclusive expressions that are now commonplace for brown spirits such as malt whisky and Cognac.
“Santa Teresa Bicentenario, a true jewel of ageing artistry, is a big step in the right direction for the rum category in travel retail. It is a unique luxury creation which I am sure will be highly sought after by rum collectors and enthusiasts.”
Established in 1796 on a sugar cane plantation in the Aragua Valley’s rugged terrain, Santa Teresa pioneered rum production in Venezuela and has been under family ownership for more than 200 years.
Santa Teresa rums are available in more than 40 countries.
The brand is recognised as Venezuela’s first registered rum trademark, established in 1909, and bears the prestigious ‘Ron de Venezuela’ (Rum of Venezuela) DOC label.
In 2016, the brand entered into a global distribution agreement with Bacardi Limited, headquartered in Hamilton, Bermuda.
The IWSR 2023 data indicates that Prestige Plus is leading the rum category’s expansion with a +223% value growth over 2022, outpacing the overall category growth of +6%. It is projected to sustain this growth with a +39% CAGR over the next five years, continuing to drive the expansion of the rum segment. ✈
