Bacardí chases growth in flavoured spirits with new ginger rum

Imbibe Editorial

Imbibe Editorial

10 September 2018

Taking inspiration from the burgeoning flavoured-gin category, Bacardí has launched a ginger-tinged version of its rum.

Described as having a ‘sweet and spicy taste’, the company recommends mixing Bacardí Ginger with cola or lemonade.

This latest innovation from Bacardí is inspired by research from Nielsen, which predicts rum will be the next category to be energised by consumer interest in flavoured spirits, following on from the summer love-in with flavoured gins.

The rum category has recently hit the £1bn per annum mark for the first time. Sarah Doyle, VP marketing for Bacardí rum in Europe, said there are particular opportunities in the golden rum segment, which is growing faster than white, dark or spiced rums.

‘We know that spirits drinkers are looking to experiment with new and interesting flavours and we have introduced Bacardí Ginger as a response to this demand,’ she said.

Earlier in the year, Bacardí introduced Añejo Cuatro, a barrel-aged dark rum that looked to change consumer perceptions of rum as predominantly a base for tropical drinks.

32% abv, £16.99/70cl, Bacardi, 





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