Bacardi Global Travel Retail (GTR) has expanded the BACARDÍ rum range with the launch of the brand’s first aged, premium spiced rum, BACARDÍ CARIBBEAN SPICED.

This latest addition to the BACARDÍ rum portfolio has been made with delicious pineapple, sweet coconut blossom, vanilla and cinnamon. It is ideal for making tropical cocktails such as the iconic Piña Colada, its hero serve or sipped neat on the rocks.

The smooth, balanced flavor profile of BACARDÍ Caribbean Spiced has been aged under the Caribbean sun, developing subtle oaky notes from the charred oak barrels used for its maturation.

To support the launch of BACARDÍ CARIBBEAN SPICED in travel retail, Bacardi GTR has developed a wide range of promotional tools to engage travelers at different touchpoints along their journey. This support includes social media, email and e-commerce advertising, in-store branded display units, sampling activity, QR code-activated tasting notes and cocktail ideas, as well as fun, tropical-themed gifts.

At in-store locations promoting the launch, consumers will be able to learn about the key signature aromas of BACARDÍ CARIBBEAN SPICED– caramelized coconut sugar, naturally sweet pineapple and the warming spices of sweet vanilla and aromatic cinnamon–by nosing scented ceramic sticks.

“The great summer getaway is almost here in so many key rum-drinking markets around the world, so the launch of the new BACARDÍ CARIBBEAN SPICED, our first premium variant in the fast-growing spiced rum sub-category, is a welcome arrival,” said Bacardi Travel Retail Marketing Director Darragh Ryan. “It will make the perfect choice for discerning holidaymakers wanting to raise their tropical cocktail-making game.

“From a business perspective, BACARDÍ CARIBBEAN SPICED is an elevated progression from BACARDÍ Spiced, our existing spiced offering,” he added. “Backed by a multi-layered marketing campaign, it offers duty-free retailers further means of achieving Bacardi GTR’s long-stated aim: to premiumize the rum category in travel retail.”

According to the IWSR’s 2023 figures, Premium+ rum in travel retail has grown 43% in value vs pre-covid and accounts for 34% of the category. Bacardi owns 9% of that segment. With BACARDÍ holding the status of the world’s most awarded rum and, as travel retail market leader with 26.4% market share and growth of 19% vs pre-covid, the iconic brand and its wider family of sister rums means Bacardi Global Travel Retail is strategically placed to lead the premiumization and growth of the rum category.

Tasting notes: Caramelized coconut sugar, sweet pineapple, cinnamon, vanilla and subtle oak.