Bacardi has unveiled a new, super-premium white sipping rum,
exclusively for travel retailers. Bacardi Gran Reserva Maestro de Ron
celebrates the brand’s skilful Master Blenders and aims to be a sophisticated trade-up
option for premium white spirits drinkers.
 |
| Bacardi Gran Reserva Maestro de Ron |
The blend was inspired by a recipe passed down through
generations of Master Blenders and uses a slow-filtering of the blended rum –
aged up to three years – through a coconut shell charcoal. The rum expresses
fruity, floral and vanilla notes with hints of walnut, oak and almond with a
taste that is mellow, with slightly sweet notes and a hint of vanilla. It can
be enjoyed neat or on the rocks.
Retailing at £36 for one litre, the new product has a sophisticated and distinctive bottle featuring solid Georgian green glass
and elegant, strong lines. The optical effect of the glass interacting with the
rum aims to enhance the clarity, smoothness and purity of the liquid.
Bacardi’s heritage is expressed through a wax seal,
featuring the brand’s famous bat logo, engraved script on the glass, a
hand-crafted label and a premium stopper shaped from raw wood, which emphasises
the authentic and natural product.
The new spirit will be promoted at major airport locations
worldwide, beginning this summer. With a particular emphasis on
sampling, travellers will enjoy a new Bacardi Cuban tasting bar
concept, re-creating an authentic retro-style experience of old Havana.
Mike Birch, managing director of Bacardi Global Travel Retail, believes Gran Reserva will deliver a new dynamic to the rum category. He said: “The global super-premium white spirits segment has grown strongly over the past decade and, backed by the unique quality and heritage of the Bacardi brand and its market-leading position in the category, we are seizing a clear opportunity to upgrade existing white spirits shoppers into the super-premium white rum segment. We are confident that this stunning innovation with Bacardi Gran Reserva Maestro de Ron will set the pace globally for growth in the rum category and inject new levels of excitement among consumers that will ultimately lead to premiumisation of the rum category as a whole.”
