Bacardi is launching a new spiced rum to capitalise on the growing sub-category.

Bacardi Oakheart, which launches simultaneously in the on and off-trade next month (rsp: £22/one-litre and £17.80/70cl) is pitched at 18 to 24-year-old men and has a “velvety smooth” texture, according to the company. The product was launched in the US in July.

Oakheart would tap into the strong growth of flavoured spiced rum, which had gained 39.5% in value in the off-trade in the past year to £37.9m [Nielsen 52w/e 9 July], said Bacardi head of marketing Liam Newton. “Bacardi is gaining share of rum and spirits in the off-trade but we’ve got this burgeoning flavoured spiced rum sector and we haven’t had a product there until now,” he said, adding that a RTD extension of the drink would be logical.

The launch will be backed by a £2m marketing campaign, including ­national sampling.

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