Bacardi adds to its barrel-aged rum collection

Bacardi is launching the latest addition to its collection of barrel-aged rums into the UK, in response to the growing trend for premiumisation across the spirits market.

Bacardi Gran Reserva Diez, which follows the launch of Bacardi Anejo Cuatro last year and Reserva Ocho in 1995, aims to tap into the growth in the premium rum market, which rose 18% in the last year, now representing 14% of the total rum sector, according to the company.

Tine Van Nevel, brand director – Europe, for Bacardi Rum, said: “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.

“We’re excited to bring Bacardi Gran Reserva Diez to the UK where we are confident it will join Bacardi Añejo Cuatro and Bacardi Reserva Ocho as another must-have in any rum fan’s drinks cabinet!”

The newcomer has listings with ten iconic bars across the country from this month. It will then roll out across the on-trade as well as being available to buy from selected premium retailers at £52 per bottle.

Related articles: