Bacardi’s new GTR exclusive 16YO boosts premiumization strategy

Bacardi Global Travel Retail has announced the launch of the GTR exclusive Bacardi Gran Reserva Especial (16YO). Bacardi Gran Reserva Especial (16YO) is described as a rare, limited edition, premium sipping rum, crafted from hand-selected exceptional barrels of aged rum, and is designed to help Bacardi lead the category growth opportunity in premium rum in GTR.

Bacardi Gran Reserva Especial (16YO) will initially be available from DFS stores at selected Asia Pacific and North American airport locations from July 2019, including Singapore Changi, Hawaii and Los Angeles.

The company is providing age statements across its range of rums to guarantee a minimum age for the liquid, which it says further strengthens the premium characteristics of its portfolio and enhances consumer understanding in navigating the range with a clear price ladder directly related to the age and craftsmanship of each variant.

“Rum is the last category to premiumize in Global Travel Retail with total Premium+ Rum sales growing at +11% (5YR CAGR, IWSR, 2018).  As category leader, Bacardi rum is ambitious to seize that opportunity and unlock its true potential,” says Julie Witherden, Marketing Director, Bacardi Global Travel Retail.

 “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. Positioned above Bacardi Gran Reserva Diez (10 YO), Bacardi  Gran Reserva Especial is aged for a minimum of 16 years – comparable to a 40-year ageing in whisky, making it an exceptional sipping rum and a significant premium launch in our strategy,” she added.

Bacardi Gran Reserva Especial (ABV 40%, 1L bottle) is available from July 2019 for US$100.