July 9 2015  |  Spirits & Tobacco

Bacardi introduces new rum innovation exclusive to GTR: SINGLE CANE ESTATE RUMS

By Wendy Morley

Worthy Park Estate rum comes to life with a warm amber hue and a medium body that forms a few quick legs that hang briefly on the glass

Taking a page from the world of whisky, Bacardi is introducing a whole new concept to the rum category, with the launch of their new SINGLE CANE ESTATE RUMS. This distinctive collection consists of premium, aged rums from exceptional sugar cane estates across the Americas. Each small batch has a unique expression that captures the essence of its home, much as single malt whiskies do.

Bacardi has its beginnings in rum, and the company is committed to leading the rum category to reach its rightful place in global travel retail (GTR), through growth and premiumization; while rum is the third largest spirits category, representing 12% of sales, its share of GTR sales is only 5%. As rum’s answer to single malt whiskies, Bacardi’s SINGLE CANE ESTATE RUMS are meant to help bring a higher profile to the category, aided by shopper education and communications.

Consuelo Estate rum's heavy body shines with a radiant Golden hue that briefly hangs on the glass before developing beautiful rich legs that slowly slide down the glass.

Mike Birch, Managing Director, Bacardi Global Travel Retail, comments: “As the world leader in rum, Bacardi has a unique ability to drive rum category premiumization, the credibility to deliver new perceptions of the rum experience and the insight and innovation to create new categories within rum. Only 24% of current rum sales in global travel retail are high value compared to 76% of total spirits sales, 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 offers two variants: Worthy Park Estate, a warm amber rum distilled in small batches using sugar cane harvested from the heart of the Lluidas Vale, Jamaica, and Consuelo Estate from Dominican Republic, a smooth golden rum made from the juice of virgin sugar cane.

Brand News

May 5 2021

FOREO special edition LUNA™ series…

​Swedish company FOREO has announced that it has become the official Beauty Devices Provider for the first China International…

By Wendy Morley

May 5 2021

Habanos, S.A. reaches total revenues…

Corporación Habanos, S.A., which commercializes the 27 exclusive Habanos brands worldwide, announced during the inauguration…

By Laura Shirk

May 4 2021

Rituals Cosmetics expands Elixir…

Rituals Cosmetics has extended its Elixir Collection of haircare products to include new professional quality styling products…

By Laura Shirk

May 4 2021

FOREO named among top three skincare…

After closing 2020 with an almighty army of more than 20 million customers and steady growth of sales, skin-tech powerhouse…

By Laura Shirk

May 4 2021

LeVecke and MONARQ announce distribution…

LeVecke Corporation, leading beer, wine and spirits producer, and MONARQ Group, leading independent…

By Laura Shirk

May 3 2021

SK-II STUDIO unveils empowering…

Merging animation, live action and storytelling with a big purpose, global prestige skincare brand SK-II returns with its…

By Laura Shirk

May 3 2021

Bath & Body Works appoints Essence…

​Self-described Master Distributor of fine fragrances and cosmetics, Essence Corp. is proud to announce that Bath & Body…

By Laura Shirk

April 27 2021

Anna Sui launches new fragrance…

​Inter Parfums has announced the launch of SKY, the newest fragrance from Anna Sui, which launched in March

By Hibah Noor

April 27 2021

Craig Pring appointed as Lagardère…

​Lagardère Travel Retail has announced the appointment of Craig Pring as Chief Development & Strategy Officer. In this role,…

By Hibah Noor

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap