Bacardi launches Oakheart in the UK

Bacardi launches Oakheart in the UK

Bacardi has launched Oakheart to jostle with (Captain) Morgan's Spiced and Sailor Jerry for a slice of the hotly-tipped spiced rum market in the UK.

Pitched as "rugged" and "masculine", Bacardi Oakheart will hit UK shores in September, backed by a GBP3m (US$4.9m) marketing campaign, Bacardi said today (12 August). Print, digital and outdoor ads, as well as samplings, will be aimed almost exclusively at young men.

Bacardi believes that its spiced, rum-based spirit drink - at 35% abv, it cannot be officially called a rum under EU law - will challenge the likes of Diageo's Morgan's Spiced amid growing consumer demand for dark rum drinks. "Currently worth just under GBB34m (US$55.3m) in the off-trade, it is predicted the spiced rum category will grow to be worth GBP150m in the UK off-trade over the next five years," Bacardi said.

"Bacardi Oakheart fills a gap in the market for a spiced rum brand with a distinctly masculine, smoky edge that appeals directly to guys," said Bacardi's marketing director, Liam Newton. The group is keen for consumers to use the slogan "Oak and Coke" at the bar.

In the off-trade, a one-litre bottled of Oakheart will launch with a recommended retail price of GBP22.99, with a 70cl bottle priced at GBP17.39. Currently, Morgan's Spiced is on promotion in the UK's largest supermarket chain, Tesco, at GBP16 for one litre. Outside of promotion, it was GBP20.89, the retailer states on its website. A 70cl bottle of Sailor Jerry, meanwhile, is currently GBP14, but was GBP17.99 outside of promotion.

The US launch of Oakheart was announced earlier this week.