Bacardi Global Travel Retail (GTR) has launched the brand’s first aged, premium spiced rum, Bacardi Caribbean Spiced.
This latest addition to the Bacardi rum portfolio is made with pineapple, sweet coconut blossom, vanilla and cinnamon, and the company says it is ideal for making tropical cocktails such as the Piña Colada, or sipped neat on the rocks.
Bacardi Caribbean Spiced is aged under the Caribbean sun, developing subtle oaky notes from the charred oak barrels used for its maturation.
To support the launch of Bacardi Caribbean Spiced in travel retail, Bacardi GTR has developed a wide range of promotional tools to engage travelers at different touchpoints along their journey including social media, email and e-commerce advertising, in-store branded display units, sampling activity, QR code-activated tasting notes and cocktail ideas, as well as fun, tropical-themed gifts.
At in-store locations promoting the launch, consumers will be able to learn about the key signature aromas of Bacardi Caribbean Spiced – caramelized coconut sugar, naturally sweet pineapple and the warming spices of sweet vanilla and aromatic cinnamon – by nosing scented ceramic sticks.
“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 sub-category, is a welcome arrival,” said Bacardi Travel Retail Marketing Director Darragh Ryan. “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,” he added. “Backed by a multi-layered marketing campaign, it offers duty free retailers further means of achieving Bacardi GTR’s long-stated aim: to premiumize the rum category in travel retail.”
