Bacardi spices up range

15th August, 2011 by Gabriel Stone

Bacardi Brown Forman is tapping into the buoyant spiced rum category with the launch of Bacardi Oakheart.

The £3 million UK launch will secure Bacardi a position within a category which has seen 24% value growth during the last year. Already unveiled in the US, Oakheart will eventually be rolled out on a global scale after its European launch this autumn.

Created from a blend of the brand’s Superior and Gold rums, the 35% abv Bacardi Oakheart will be available in both 70cl and one litre bottle formats, with an RRP of £17.99 or £22.99 respectively.

Oakheart represents the result of a three-year development process, during which time the brand conducted research with 3,000 bartenders and consumers.

The name Oakheart is not only designed to resonate well with its target demographic of 18-24 year old males, but also to encourage the “Oak ‘n’ Coke” bar call.

“It’s about mates, adventure, fun and girls,” summarised Bacardi Brown Forman marketing director, Liam Newton, at last week’s launch.

Despite the product’s tightly focused target market, Newton stressed the ability of the spiced rum category to reach beyond its core male audience, saying: “It’s less polarising than golden rum, it’s much less male skewed.

“It has the appearance of a masculine dark spirit, but people are more attuned to sweeter tastes and spiced rum is easy to drink – that’s really what is driving the growth of the spiced rum trend.”

Following its release into the UK supply chain on 1 September, Bacardi Oakheart will be supported by a major marketing push, beginning in “Oaktober.”

In particular, Newton stressed the central role to be played by digital media in the campaign, observing: “If you think of our core audience, it’s the most important part of our launch plan.”

Below the line marketing support will see 300 on-trade events take place between September and the end of the year. These will feature the “Bacardi Bats” brand ambassadors, who have already had a strong presence at festivals this summer as part of the Bacardi Together campaign.

This launch forms the culmination of the build up to Bacardi’s 150th anniversary on 4 February 2012.

Prior to kicking off its Bacardi Together campaign in April, the brand also launched its Bacardi Originals pre-mix serves in February.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

Brand Marketing Manager

ATOM Supplies Ltd
Tunbridge Wells, UK

Senior On-Trade Sales Manager, London

Nyetimber
Central London, UK

Maverick Drinks Portfolio Ambassador to the North

Maverick Drinks
North West England, UK

Key Account Manager – Wine – On Trade – Dubai

Vantage Hospitality - Dubai
Dubai, UAE

Brand Ambassador European Markets

Bodegas Torres
Spain

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more