Bacardi is looking to tap ongoing premiumisation in spirits with posh aged rum Bacardi Añejo Cuatro.
The 40% abv tipple is barrel-aged for four years. It would hit UK shelves next Easter with an eye to “developing an underdeveloped area of rum premiumisation” said Amanda Almond, Bacardi Brown-Forman Brands UK & Ireland MD.
Cuatro was “inspired by Bacardi founder Don Facundo’s original recipe” the brand said. It was “excellent as a sipping rum”, with flavours of “mild vanilla, toasted oak, clove and honey” (rsp: £25).
In tandem with Cuatro’s release, Bacardi planned to refresh the packaging of its eight year-aged premium Ocho variant, Almond added. She did not reveal the marketing plans for Cuatro’s launch.
Bacardi is the UK’s biggest rum brand, though sales have fallen 3.1% (£3.6m) in the past year to £115m on volumes down 4% [IRI 52 w/e 22 July 2017].