Bacardi Global Travel Retail (GTR) has launched Santa Teresa Bicentenario Ron Ultra Anejo, a new travel-retail exclusive expression from the award-winning Venezuelan rum.
The company says this new luxury product underlines its commitment to premiumize the rum category in duty free.
Santa Teresa Bicentenario has been crafted with an antique blend of the oldest and most exclusive rums from the Hacienda Santa Teresa, founded in 1796. Crafted by four generations of the Vollmer family, Santa Teresa Bicentenario Ron Ultra Anejo is a unique showcase of the craftsmanship and rum-making skill of the Vollmer family which has run the distillery continuously since 1830. This is the first time it is made available to the public.
Santa Teresa Bicentenario features robust character with notes of toasted wood, leather, tobacco, dates and almond on the nose. On the palate, the rum offers rich flavors of cacao, sweet vanilla and warming clove, while the finish is complex with notes of rich dark toffee coming to the fore. Each item is individually numbered and showcased in a crystal decanter embossed with the Santa Teresa monogram and is housed in a velvet-lined leather presentation box
The launch of Santa Teresa Bicentenario Ron Ultra Anejo within the travel retail channel is being supported by Bacardi GTR with a wide range of luxury promotional tools and fixtures, including a branded sampling bar, back wall display units, and shelf talkers.
“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,” said Bacardi Travel Retail Marketing Director Darragh Ryan. “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.”
Santa Teresa Bicentenario Ron Ultra Anejo is available for a RRP of $450.
