To celebrate the launch of Bacardi’s latest sipping rum, Gran Reserva Especial 16yo, The Moodie Davitt Report has partnered with Bacardi Global Retail Travel for a colourful website makeover.
Exclusive to global travel retail, Bacardi Gran Reserva Especial 16yo will initially be available at selected DFS Group airport stores from 1 July, including Singapore Changi, Daniel K. Inouye International in Hawaii and Los Angeles International. Digital media on DFS platforms will complement the extensive in-store support for the launch.
The latest addition to the premium rum portfolio is a rare, limited-edition rum crafted by Bacardi masters who have hand-picked these parcels of aged rum – which has spent a minimum of 16 years in American white oak barrels.
The warmth and humidity of the Caribbean climate naturally accelerates the ageing process but with no reduction in quality, according to the company, meaning this aged rum can be compared to a whisky aged for 40+ years.
Bacardi rum has focused on providing age statements across its range of rums to guarantee a minimum age and strengthen the premium characteristics of its portfolio – while simultaneously enhancing consumer understanding in navigating the range with a clear price ladder related to the age and craftsmanship of each variant.
“Rum is the last category to premiumise in global travel retail with total premium+ rum sales growing at 11% (five-year CAGR, IWSR 2018),” Bacardi Global Travel Retail Marketing Director Julie Witherden said.
“As category leader, Bacardi rum is ambitious to seize that opportunity and unlock its true potential.
“We are creating a stunning new landscape with age statements for every type of rum enthusiast. Our commitment to helping consumers explore rum with greater confidence is underpinned by the quality, range and clarity of our portfolio architecture and its pricing ladder.”
A litre bottle of Bacardi Gran Reserva Especial 16yo (ABV 40%) retails from US$100.
