BACARDÍ® RUM Expands Premium Portfolio with Diez

BACARDÍ Gran Reserva Diez is a master blender’s reserve that’s matured in charred American white oak barrels and filtered through charcoal for a smooth finish. Gran Reserva Diez is best served neat or on the rocks to allow the dark rum’s bright notes of banana, pear and tropical melon balanced with caramelised vanilla and oak to fully shine through.

The product is the newest addition to BACARDÍ’s range of barrel-aged rums, following the launch of BACARDÍ Añejo Cuatro last year and BACARDÍ Reserva Ocho in 1995. The growth of the portfolio comes in response to the growing trend of premiumisation across the spirits market, with sales of premium rums growing by 18% in the last year, now representing 14% of the total rum sector.[1]

“We’ve observed a big shift in the rum category towards premiumisation so the decision to grow our premium offering was an obvious one. We’re seeing that people are increasingly opting to trade up to more sophisticated drinks and are not willing to sacrifice quality for price” says Tine Van Nevel, Brand Director – Europe, for BACARDÍ Rum. “We’re excited to bring BACARDÍ Gran Reserva Diez to the UK where we are confident it will join Cuatro and Ocho as another must-have on any rum fan’s drinks cabinet!”

BACARDÍ Gran Reserva Diez has been crafted by the Maestros de Ron, master blenders who shape and craft all the products in the BACARDÍ portfolio using their sense of sight, taste and smell, to ensure the quality of the spirit meets BACARDÍ standards. The brand’s Maestros de Ron are carefully chosen and trained under the stewardship of seven generations of rum-making expertise.

As one of the oldest and most respected rum brands in the world, BACARDÍ has more than 157 years of history and heritage. For the family-owned brand, rum is more than about business, it’s personal, with a family name proudly displayed on every bottle. This is exemplified through generations of expert craftsmanship and authenticity.

BACARDÍ Gran Reserva Diez will be available from [INSERT MARKET DATE + RETAILER + RRP].

For more information on BACARDÍ rum and cocktail recipes, visit www.BACARDI.com

For press enquiries please contact bacardiUK@ogilvy.com.

ENDS

NOTES TO EDITORS:

About BACARDÍ® Rum - The World’s Most Awarded Rum

In 1862, in the city of Santiago de Cuba, founder Don Facundo BACARDÍ Massó revolutionized the spirits industry when he created a light-bodied rum with a particularly smooth taste – BACARDÍ. The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the BACARDÍ Mojito, the BACARDÍ Daiquirí, the BACARDÍ Cuba Libre, the BACARDÍ® Piña Colada and the BACARDÍ Presidente. BACARDÍ rum is the world’s most awarded spirit, with more than 674 awards for quality, taste and innovation. Today, BACARDÍ rum is made mainly in Puerto Rico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862. www.bacardi.com

The BACARDÍ brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

LIVE PASSIONATELY. DRINK RESPONSIBLY.

[1] Source: IWSR, 2018