Click through to see a bottle-shot of Bacardi Black

Click through to see a bottle-shot of Bacardi Black

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Bacardi India has launched its Bacardi Black dark rum in India in an effort to up its presence in the country’s premium rum market.

India’s rum market is currently worth around 38m cases and the country has a loyal dark rum drinking culture, especially in its military.

“With Bacardi Black we are offering a premium dark rum to the discerning rum drinker and those who want to ladder up in this category”, Mahesh Madhavan, CEO of Bacardi-Martini India, told just-drinks this week.

The aged rum will be priced at INR650 (US$14.30) per bottle in Delhi, with a national roll-out expected to be completed by April. Bacardi Black will go up against top sellers in India like Old Monk and McDowell’s, which are priced much lower and fall in a different segment.

Bacardi's namesake white rum brand is already available in India.