Spirits giant Bacardi-Martini has set its sights on grabbing a slice of the rum category’s fastest-growing sector.
The firm last week launched Bacardi Oakheart – a premium spiced rum it reckons will appeal to male drinkers aged 18 and over on account of its ‘smoky, oak and exotic spicy flavours’.
Bacardi will support the launch in the on and off-trades next month with a marketing campaign spanning print, digital and outdoor advertising, point of sale material and sampling events.
Bacardi Oakheart comes as sales of spiced rum in the on-trade were valued at just under £100 million in the year to May 14.
Marketing director Liam Newton said the launch was driven by consumers’ desire for “something different and more adventurous”.