Bacardi continues travel retail expansion with new spiced rum release

By Benedict Evans |

MD Darragh Ryan called the new release an ‘elevated progression’ of Bacardi’s existing spiced rum offering.

Bacardi Global Travel Retail (Bacardi GTR) has expanded the Bacardi rum range with the launch of the brand’s first aged, premium spiced rum, Bacardi Caribbean Spiced, the launch for which is supported by a range of promotional tools.

This latest addition to the portfolio has been made with pineapple, sweet coconut blossom, vanilla and cinnamon, and Bacardi said it is ideal for making tropical cocktails such as the Piña Colada, or sipped neat on the rocks.

To support the launch of the beverage into travel retail, Bacardi GTR has developed a wide range of promotional tools to engage travellers at different touchpoints along their journey.

At in-store locations promoting the launch, consumers will be able to learn about the key signature aromas of the rum through the use of scented ceramic sticks.

This support also includes 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 tropical-themed gifts.

According to the IWSR’s 2023 figures, Premium+ rum in travel retail has grown 43% in value versus pre-covid levels, and accounts for 34% of the category.

With tasting notes of caramelised coconut sugar, sweet pineapple, cinnamon, vanilla and subtle oak, the rum carries an ABV of 40% and retails at $31.50.

Bacardi owns 9% of that segment, and established its position as a travel retail market leader with 26.4% market share and growth of 19% versus pre-covid.

From a business perspective, Bacardi Caribbean Spiced is an elevated progression from Bacardi Spiced, our existing spiced offering,” said Darragh Ryan, Travel Retail Marketing Director at Bacardi.

Backed by a multi-layered marketing campaign, it offers duty-free retailers further means of achieving Bacardi GTR’s long-stated aim: to premiumise the rum category in travel retail,” added Ryan.

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