BACARDÍ Fortifies Market Leadership with new Oakheart Spiced Rum
Premium spiced rum launches as tribute to modern day adventurers
Have heart? Our rum does. And now spices too. Today BACARDÍ® launched BACARDÍ OAKHEART™, the most noteworthy product introduction from BACARDÍ since the brand created the flavored rum segment with BACARDÍ LIMÓN more than a decade ago. On the verge of its 150th anniversary, the introduction of BACARDÍ OAKHEART reaffirms the brand’s leadership position in rum with expressions now across all rum segments – traditional, flavored and spiced.
BACARDÍ OAKHEART is a tribute to the modern day adventurer. The spirit honors their core essence: a fierce loyalty, stout-heart and unwavering resolve. These timeless qualities are reflected in the bold taste of BACARDÍ OAKHEART; a smooth, spiced rum with a hint of smokiness and a unique velvet like smoothness. Straight from the heart of charred American white oak barrels, this expertly blended premium, dark rum specialty contains natural flavors and spices. BACARDÍOAKHEART will be available nationwide September 2011 at a suggested retail price of $12.99 for a 750-ml bottle.
“BACARDÍ OAKHEART has been launched to capitalize on the emerging popularity of spiced rum and delivers a product with the credentials of a brand that created modern rum in 1862,” said Toby Whitmoyer, vice president and brand managing director, rums category, at Bacardi U.S.A., Inc. “BACARDÍ OAKHEART was created to bring together a new generation of rum drinkers (21+) – a generation that lives for adventure, freedom and spontaneity. Coming from more than a century of BACARDÍ tradition and rum knowhow, this introduction is a major development for our brand and BACARDÍ OAKHEART is ideally positioned to earn a leadership spot in spiced rum.”
The Spiced Rum
BACARDÍ OAKHEART (70 proof/35 percent ABV) is created with the finest amber rums mellowed in charred American white oak barrels to create the perfect base. Choice spices such as maple, cinnamon, nutmeg, honey and vanilla are added to the rum which is filtered through a proprietary process. The result is a bold, spiced rum straight from the heart of charred oak barrels with an amber hue, a hint of smokiness and unique velvet-like smoothness. Rich and oaky on the nose, with hints of smoke and dried fruit, this exceptional spiced rum has a robust flavor that stands up to any challenge. Slightly sweet and peppery with a noticeable rum-kick, BACARDÍ OAKHEART tastes great straight or combined with cola and served over ice in a chilled stein glass.
Every aspect of BACARDÍ OAKHEART was developed in collaboration with thousands of consumers and hundreds of bartenders. More than 2,700 names were considered before BACARDÍ OAKHEART was selected, a process that took more than two years. The BACARDÍ OAKHEART name draws on the charred oak barrels used to create this premium rum and consumers and bartenders associate the name with strength of character, unwavering loyalty and the kind of friend they’d like to be and have.
BACARDÍ OAKHEART has a textured package with a look and feel that’s rugged, masculine and edgy, while at the same time remaining spirited and vibrant, and communicating the brand’s provenance and heritage. A badge-like label that adorns each bottle reflects the idea of adventure, fraternity and camaraderie embodied in the OAKHEART man. In addition to 750-ml package, BACARDÍ OAKHEART will also be sold in 1.75-liter, 1-liter, 375-ml, 200-ml and 50-ml sizes.
Advertising & Promotion
The launch will be supported by the “OAKHEART Challenge,” a program designed to bring the brand to life through a series of events, competitions and ultimate shared adventures for people across the country to show that BACARDÍ OAKHEART can stand up to any challenge. In addition, BACARDÍ OAKHEART will be supported nationally with print and out of home advertising, digital, mobile, social media, experiential marketing, product sampling and public relations that embody the brand tagline, “BACARDÍ Together”. For more information, please visit facebook.com/Bacardi.