Looking back with Bacardi

• Bacardi has been promoting its Cuban roots.
• Bacardi has been promoting its Cuban roots.
RUM maker Bacardi reached out to Scotland’s on-trade last month, hosting an event at Glasgow nightclub and exhibition space SWG3 that culminated in the unveiling of the firm’s latest release, Bacardi Carta Fuego.
The SWG3 space was fitted out with a Bacardi installation taking Scottish bartenders through the history of the brand.
Guests were encouraged to taste samples from a steaming pot containing a liquid representative of the early and unpalatable spirit that evolved into rum before embarking on a tour through multiple installations detailing the history of Bacardi.
The event concluded with the unveiling of the next step for the brand, Bacardi Carta Fuego.
The new product, named from the Spanish word for fire, is a 40% ABV spirit, which the rum maker suggests serving in a shot glass with dashes of Tabasco.
Carta Fuego is targeted at young adult drinkers aged 18 to 29 and the firm expects the serve will make these consumers “re-appraise” both the spiced rum category and the Bacardi brand.
Bacardi Carta Fuego is expected to launch in the UK in April.
The launch will be supported in selected outlets by POS materials including branded trays and bottle uplighters as well as branded glassware.