The powerful force of premiumisation has been working its magic on a number of categories as of late, and rum is trying to ride the premium wave as well.
The premium rum market is not as developed as other categories – according to CGA, 83% of total rum growth is still driven by standard brands – but it’s on the rise. And naturally, big-name brands are hitching their wagon to the trend.
The latest is Bacardi, which has just debuted Gran Reserva Diez, a premium gold rum designed for sipping.
The expression has been aged in charred American white oak for a minimum of 10 years (diez means ten, for all you non-Spanish speakers out there).
‘We’ve observed a big shift in the rum category towards premiumisation so the decision to grow our premium offering was an obvious one,’ commented Tine Van Nevel, Bacardi’s European brand director.
‘We’re seeing that people are increasingly opting to trade up to more sophisticated drinks and are not willing to sacrifice quality for price.’
Diez joins two other barrel-aged rums in the Bacardi portfolio: Añejo Cuatro, which launched last year, and Reserva Ocho, which rolled out way back in 1995.
Imbibe got a first taste of Diez back in April at the Bacardi Legacy global final in Amsterdam. It delivered sweet, caramelised aromas, a bright, tropical palate and a relatively smooth finish. We’d happily sip it on the rocks.
The new rum’s official UK launch is happening now at London Cocktail Week’s Bacardi Rum Room, but it’s available to try at 10 select bars as well: Trailer Happiness, Laki Kane, The Curtain, Gong, Blue Bar and Nine Lives in London; Filthy XIII in Bristol; Cottonopolis in Manchester; Panda & Sons in Edinburgh; and Present Company in Liverpool.
It will roll out to other bars in the coming months, so have a taste and make your plans to stock up.
RRP £52, Bacardi