Bacardi wants rum bar Revolution

Bacardi is in advanced talks with Revolution Bars to open a string of rum-themed venues across the UK.

the drinks business understands that the rum giant has been impressed with the way Revolution has put vodka at the heart of its drinks offering and is hoping that the mooted new partnership could help develop the white rum category in the on-trade much as Revolution has helped develop the vodka category.

A source at Revolution told the drinks business: “Bacardi is looking at investing a lot of money into starting up a nationwide chain of rum-themed bars with Revolution.

“The talks have been going on for quite some time and they are now very close to reaching a final agreement.

“Over the past few years Revolution has developed a reputation for vodka-based drinks, and Bacardi is hoping that we can do a similar thing with rum.

“Their motivation isn’t purely selfish either – Bacardi wants to help the development of the entire rum category in the on-trade and believes that Revolution can help them achieve their aim.”

Bacardi has so far failed to respond to the drinks business’ requests for confirmation.

Alan Lodge, 24.11.2010