Bacardi has launched a travel retail
exclusive collection of Single Cane Estate Rums, consisting of premium, aged
rums from exceptional sugarcane estates across the Americas. By crafting each
rum entirely at a single source in small batches, each expression is unique and
fully captures the distinctive character of its home.
The range is targeted at rum enthusiasts as
the rum category equivalent of a single malt whisky, echoing the malts category’s
detailed emphasis on quality, provenance and education. The collection will
initially be available in German travel retailer Gebr Heinemann’s airport
stores in Frankfurt, Hamburg, Berlin, Vienna, Oslo, Copenhagen, Istanbul and
Riga.
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| Single Cane Estate Rums' Worthy Park Jamaica |
Exciting and energetic category
Rum is the third largest spirits category
in global domestic markets, representing a 12% share, yet it commands only a 5%
share of spirits in global travel retail. As market leader, Bacardi wants to grow
the rum category through premiumisation, shopper education and communications,
with Single Cane Estate Rums addressing the single malts positioning
opportunity for the rum category.
Mike Birch, managing director of Bacardi
Global Travel Retail, commented: “Only 24% of current rum sales in global
travel retail are high value compared to 76% for total spirits, and we are
confident there’s a major opportunity in travel retail for this exciting and
energetic category. Single Cane Estate Rums are a key component in Bacardi’s
strategic drive to create category differentiation.”
The initial launch comprises two variants:
Worthy Park Estate from Jamaica and Consuelo Estate from the Dominican
Republic.
Worthy Park Estate rum is a warm amber rum
distilled in small batches using sugar cane harvested from the Lluidas Vale in
the temperate microclimate of the Cockpit Mountains in Jamaica, 1,200ft above
sea level, which slows the ageing process and allows the smooth and rich flavours
to develop gradually. After fermentation, traditional pot stills are used to
create the base rums that are selected for ageing in American white oak casks
between two and five years. Worthy Park Estate rum is available in one-litre
bottles, retailing at €29.90.
Consuelo Estate rum is a smooth golden rum
made from the juice of virgin sugar cane, grown in the coastal plantations of
south-eastern Dominican Republic, where local farmers have harvested the sugar
cane by hand for generations. The rum is shaped by a microclimate whose lush
fields are exposed to Caribbean sun and cool winds from the sea, resulting in
ideal ageing conditions. Consuelo Estate rum is available in one-litre bottles,
priced at €27.90.
The bottle design is sleek and contemporary
with embossed lettering in the glass and comes with a distinctive gift box
complete with the exact latitude and longitude of the estates where the cane is
grown, processed and distilled.
Tasting notes
Worthy Park Estate rum has a warm amber hue
and a medium body that forms a few quick legs that hang briefly on the glass. The
bouquet smells of banana crème, vanilla and plums. As the rum is allowed to
breathe, it begins to showcase traits normally associated with sweet Speyside
whiskey, such as honey and soft violet. On the palate, Worthy Park exudes notes
of dried honey stone fruit, tobacco, and Spanish cedar with subtle floral
undertones. The finish is clean, long and smooth.
Consuelo Estate rum has a heavy body with a
golden hue that briefly hangs on the glass before developing rich legs. On the
nose, it carries notes of honey, dried stone fruit, figs, a sweet toasted
nuttiness, and a slight hint of floral, almost white tea-like in nature. On the
palate, there is a balance of flavour, heat and smoothness. With notes of honey
clusters, dry cocoa, sweet oats, and a slight hint of citrus, this blend
finishes smooth and long with a lingering note of sweet oak.
Both variants are best enjoyed served with
a dash of spring water to open up the aromas and delicate flavours.
