Bacardí Unlocks India’s Rum Potential with its New Premium Portfolio
Bacardi India aims to further its market leadership in premium rums by bringing global innovation.
Bacardi India, the largest international spirits company in the country by volume, announced the launch of its new rum collection ‘BACARDÍ Premium Portfolio’ in India with the debut of BACARDÍ Reserva Ocho at an immersive experience – The Rum Room. Consisting of four expressions aged from four to twelve years- BACARDÍ Añejo Cuatro (4), BACARDÍ Reserva Ocho (8), BACARDÍ Gran Reserva Diez (10), and BACARDÍ Gran Reserva Limitada (12), the collection is critical to Bacardi’s strategic vision towards strengthening its play in growing premium rum market.
Furthering its position as a market leader in international premium rums, Bacardi India is focused on delivering an enhanced consumption experience to inspire the new-age consumers that crave innovation. Created in 1862, BACARDÍ Reserva Ocho is one of the oldest private rum blends in the world. For seven generations, the BACARDÍ family has enjoyed it as their personal reserve. Aged for a minimum of eight years in American White Oak barrels, it has a velvety body with notes of butterscotch, nutmeg and dried apricots, which distinguishes itself from the ordinary rum drinking experience.
Premium rum brands currently account for under 1% of the overall rum category (IWSR, 2017) as opposed to premium brands in other categories like gin and vodka, which have been offering an elevated premium experience for years now. Given Bacardi Limited’s strong global and local leadership in rum and its portfolio of the top premium spirits brands across categories, combined with the upward trend in India’s premium spirits market, BACARDÍ is set to seize the opportunity to fill the gap in India’s rum category.
“We are synonymous with premium rums in India, and, with 157 years of global legacy, continue to be the world’s most loved rum brand. As the discerning Indian consumers grow more explorative, they are seeking an enhanced premium drink experience. Bacardi Limited is redefining the rum scene globally with our BACARDÍ Premium Portfolio. With BACARDÍ Reserva Ocho we are looking at translating the same movement here by offering an elevated experience which the consumers will love. Additionally, BACARDÍ has a unique manufacturing process. Using high-grade sugarcane molasses, purified water from Puerto Rico and La Levadura BACARDÍ (a single-strain yeast originally cultivated in Cuba) as ingredients, the company produces the spirit through the more controlled and consistent method of column distillation. BACARDÍ Reserva Ocho is aged only under the Caribbean Sun lending it a high level of character and flavor due to this accelerated maturation in warmer climates.’’ said Mr. Anshuman Goenka, Marketing Head, Bacardi India.
The newly introduced premium rums will be BACARDÍ’s most significant portfolio expansion, after its Carta range and will be available across all major urban distributors and on-trade channels from in select cities like Delhi, Kolkata, Mumbai, Bangalore, Goa, Hyderabad. Starting with BACARDÍ Reserva Ocho, the full portfolio will be launched over next 2 years.
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