Bacardi launches TR-exclusive 16-year-old rum
Bacardi Global Travel Retail has launched the travel-retail exclusive Gran Reserva Especial, which has aged for 16 years.
The limited edition rum has aged in American white oak barrels to develop a “complexity and smoothness rivalling that of the world’s most exclusive single malts”.
Aged for 16 years in the Caribbean climate, the expression has “warming woody notes” and flavours of stone fruits and caramel.
According to Bacardi, the new bottling’s age statement has been included to help strengthen “the premium characteristics” of the portfolio and to “enhance consumer understanding” of the range.
Julie Witherden, marketing director for Bacardi Global Travel Retail, said: “Rum is the last category to premiumise in global travel retail with total premium-plus rum sales growing at 11% (five-year CAGR, IWSR, 2018). 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.
“Positioned above Bacardi Gran Reserva Diez, 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.”
Bottled at 40% abv, the travel retail-exclusive rum will be available across Asia Pacific and North American airports from July 2019 in one-litre bottles for US$100.