Bacardi Global Travel Retail has partnered with Lagardère Travel Retail to launch Santa Teresa 1796 Single Estate Rum in global travel retail.
The Venezuelan rum is available as a 1-litre format (US$60) at Lagardère Travel Retail stores at Paris Charles De Gaulle Airport.
Santa Teresa 1796 Single Estate Rum’s launch into travel retail is supported by a team of in-store ambassadors which help introduce and explain the rum’s story. Shoppers can sample the rum in a series of elevated sampling activations across key airports globally.
Bacardi took on the global distribution (outside of Venezuela) of the family-owned Ron Santa Teresa portfolio in January 2017. Santa Teresa 1796 has won multiple awards including the gold medal at San Francisco World Spirits Competition 2016.
Santa Teresa 1796 is created using the artisanal Solera method, where no barrel is fully emptied and the most recent blends mix and age with the oldest. The blend is a combination of rums, aged from four to 35 years. Each bottle is hand-sealed.
The rum offers a fruity aroma with notes of wood on the nose and nuts, dark chocolate, hints of honey, prunes, cinnamon, vanilla, tobacco, leather and hints of pepper on the palette.
Bacardi Global Travel Retail Managing Director Mike Birch commented: “We are incredibly excited to be launching Santa Teresa 1796. There is strong potential in travel retail for a super-premium rum like this, especially in terms of its age and craft, appealing to shoppers at the second stage of luxury whose key purchase motivations are for aged spirits and the discovery of something rare and out of the mainstream. For the same reasons, we also see an opportunity to recruit new rum shoppers from the whisky category.
“This is an exceptional craft rum with a long and unique heritage, which also looks to the future, where its story is interesting and purposeful. The Vollmer family-run distillery has a big heart, and they are committed to making a positive impact in their community, bringing employment opportunities and rugby together in Proyecto Alcatraz, an inspirational project, transforming lives in the local community.”
About Proyecto Alcatraz Proyecto Alcatraz was established in 2002 after a criminal attack on the Hacienda, when the Vollmer family offered the gang responsible the chance to work at the Hacienda for three months to cover the cost of the damages caused in the attack. Over time, the project has developed into a unique combination of employment for other gangs and the workforce participation in rugby, creating a culture where teamwork, discipline, respect and dedication to rum making has delivered a powerful combination of rum craftsmanship and rugby success. Local gun crime has reduced by -90%. |
