Bacardi has announced a powerful addition to its expanding premium rum portfolio with the launch of Bacardi Gran Reserva Especial (16yo). Retailing at US$100 for a one-litre bottle, the travel retail exclusive product will be initially available from DFS stores at selected Asia Pacific and North American airport locations from July 2019.
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| Introducing the exceptional Bacardi Gran Reserva Especial 16yo rum |
Bacardi Gran Reserva Especial (40%abv) is described as a rare, limited-edition, premium sipping rum, crafted by the brand’s maestros, who have hand-selected the most exceptional barrels of aged rum. Traditionally aged for a minimum of 16 years in American white oak barrels, the warmth and humidity of the Caribbean climate accelerates the rum ageing process – around three times faster than whisky ageing, for example – but with no reduction in quality as the tropical ageing process develops. This remarkable 16-year-aged rum can be compared to a whisky aged for 40-plus years, expressing a complexity and smoothness rivalling that of the world’s most exclusive single malt Scotches.
Bacardi rum has focused on providing age statements across its rum range to guarantee a minimum age for the liquid, strengthening the premium characteristics of its portfolio and enhancing consumer understanding in navigating the range with a clear price ladder directly related to the age and craftsmanship of each variant.
Julie Witherden, Marketing Director, Bacardi Global Travel Retail, outlines the strategic importance of the new launch: "Rum is the last category to premiumise in global travel retail with total premium+ rum sales growing at +11% [five-year compound annual growth rate, according to drinks analyst 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 (10yo), 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.”
Company founder Don Facundo Bacardí Massó pioneered key rum-making techniques, including the isolation of a single strain of yeast from nearby sugarcane fields. This closely guarded ingredient delivers the consistent quality and taste that makes Bacardi rums the world’s favourite and is still used today. The release of Bacardi Gran Reserva Especial demonstrates the continuing unwavering commitment to maintaining that Bacardi family tradition of craftsmanship, excellence and innovation.
Tasting notes
Bacardi Gran Reserva Especial is aged under the Caribbean sun for a minimum of 16 years, slowly developing the liquid with warming woody notes, stone fruits, caramel and a smooth, velvety texture, with a viscous mouth feel. It is best enjoyed neat or over ice.
DFS will present Bacardi Gran Reserva Especial at a selection of key airport locations from July 1, including Singapore Changi, Hawaii and Los Angeles. Digital media on DFS platforms will complement the extensive in-store support for the launch.
