Product Launch - TRAVEL RETAIL: Compañía Licorera de Nicaragua's Flor de Caña Centenario 25

By | 12 November 2013

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Compañía Licorera de Nicaragua's Flor de Caña Centenario 25

Category - Spirits, rum, 41% abv

Available - Until the end of next year

Location - Global Travel Retail

Price - US$140 per bottle

Compañía Licorera de Nicaragua has launched a Travel Retail-exclusive expression of its Flor de Caña rum.

The “ultra-premium” Centenario 25 has notes of vanilla, wood and dark cocoa as well as fruit, almond and caramel, Compañía Licorera de Nicaragua said yesterday (11 November). Its launch is “designed to elevate the value of the brand and attract a wider audience in the global marketplace”, a spokesperson for the brand said.

Flor de Caña is currently available in 40 countries.

In September, Rémy Cointreau expanded its rum brands' duty free presence with the launch of Mount Gay expression Black Barrel in global Travel Retail.

Show the press release

Chichigalpa, NICARAGUA – Flor de Caña, the award-winning, Slow-Aged™ rum of Nicaragua, today launched Centenario 25, an ultra-premium rum that will be available exclusively in Duty Free stores. The new ultra-premium rum, which will retail for $140,features the elegant new package design that Flor de Caña is introducing across its brand portfolio in response to the growing worldwide popularity of Flor de Caña, whose rums have been distilled and traditionally crafted from estate-grown sugar cane by the same family in Nicaragua since 1890. Long the most popular rum in Central America, Flor de Caña has seen a double-digit growth per year over the past decade and is now available in 40 countries. The brand is on track to sell more than 1 million cases in 2013.

“Flor de Caña’s new Centenario 25 rum is our crown jewel,” said Robert Collins, Managing Director, Flor de Caña. “It showcases Flor de Caña as unique, modern and ultra-premium – exactly what we need to appeal to our growing fan base around the world.”

Flor de Caña’s new Centenario 25 ultra-premium rum, an exciting addition to the brand’s Centenario Collection, features unique packaging. The black-and-gold label features an abstraction of the Nicaraguan volcano, while the rum itself seems to float in the bottle that sports sharp, beveled edges and a heavy solid-glass base. The premium cork closure is topped with an embossed “Flor de Caña” gold medal coin. 

The Flor de Caña Centenario 25 has a deep and elegant amber hue. Its beautifully integrated aroma, with hints of vanilla, wood and dark cocoa, draws you into a smooth, luxurious taste that offers further notes of fruit, almond and caramel and a touch of sweetness that lingers in the long, buttery finish. The new Centenario 25 ultra-premium rum will be entered in international spirits competitions, but it will be sold exclusively in Duty Free markets until late 2014.  

“The launch of our ultra-premium Centenario 25 was designed to elevate the value of the brand and attract a wider audience in the global marketplace,” said Collins. “Once consumers taste it, they will appreciate what Flor de Caña fans have known for more than a century:  that thanks to its handcrafted, Slow-Aged™ process, this family-owned Nicaraguan rum is among the finest rums in the world.”

Original source: Company Release

Expert analysis

The US Spirits Market: What Consumers Drink and Why?

This report provides the results for the Spirits market in the US from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices.

Sectors: Product launches, Spirits

Companies: Cointreau

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