Bacardi launches Gran Reserva Maestro de Ron

20 May, 2014

Bacardi has launched a super premium rum, Gran Reserva Maestro de Ron, exclusively for global travel retail.

The company says Gran Reserva Maestro de Ron is a “super-premium expression of sipping rum that celebrates the craft of our ‘Maestros de Ron’ (master blenders) and provides a sophisticated trade-up option for premium white spirits drinkers”.

The litre bottle is expected to retail for £36.

The blend is said to be inspired by a recipe passed down through generations of master blenders and uses a slow-filtering of the blended rum – aged up to three years – through a coconut shell charcoal, creating a smooth rum.

The rum is described as expressing fruity, floral and vanilla notes with hints of walnut, oak and almond with a taste that is mellow, with slightly sweet notes and a hint of.

Bacardi believes Gran Reserva Maestro de Ron will drive a new dynamic for the rum category, driving trade-up among premium spirits drinkers and creating a new occasion for rum.

Bacardi Global Travel Retail managing director Mike Birch said: “The global super premium white spirits segment has grown strongly over the past decade and, backed by the unique quality and heritage of the Bacardi brand and its market-leading position in the category, we are seizing a clear opportunity to upgrade existing white spirits shoppers into the super premium white rum segment. We are confident that this stunning innovation with Bacardi Gran Reserva Maestro de Ron will set the pace globally for growth in the rum category and inject new levels of excitement among consumers that will ultimately lead to premiumisation of the rum category as a whole.”

Gran Reserva Maestro de Ron is packaged in a bottle that features solid Georgian green glass and strong lines reflecting the essence of the brand and its heritage. The optical effect of the glass interacting with the rum enhances the clarity, smoothness and purity of the liquid, creating a powerful and distinctive on-shelf statement.

Keywords: spirits, bacardi, rum




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