Product Launch - TRAVEL RETAIL: Edrington Group's Brugal Siglo de Oro

By | 26 September 2012

Click through to view Edrington Groups Brugal Siglo de Oro

Click through to view Edrington Group's Brugal Siglo de Oro

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The Edrington Group's Brugal Siglo de Oro

Category - Spirits, rum, aged, Caribbean, 16 years old

Available - From earlier this month

Location - Travel retail, exclusive to Madrid Airport for six months

Price - Not specified

Distribution - Maxxium Travel Retail

The Edrington Group has lined up a travel retail exclusive re-launch for Siglo de Oro by Brugal. The expression, which has had a packaging revamp, was initially launched in 1988 to “celebrate the 100th anniversary of the Brugal Family Legacy”, which was passed down by Catalán entrepreneur D. Andrés Brugal Montaner.

Siglo de Oro will be available solely from the Brugal Bar at Madrid Airport for the next six months. Thereafter, it will be rolled out to the travel retail channel.

Edrington took majority control of Brugal Co back in early-2008.

Show the press release

One of the finest Caribbean rums, Siglo de Oro by Brugal, will tempt discerning Spanish palates following its exclusive launch at the Brugal Bar in Terminal 4 of Madrid Airport on September 13th, 2012.

Brugal, producers of the #1 rum in the Caribbean, has chosen to relaunch this newly-redesigned expression exclusively to European travel retail and the Brugal Bar will be the first and only place where the rum is available in travel retail for the first six months after its launch. Designed to build on the traditional market for rum in Spain, Siglo De Oro will meet growing consumer tastes for super premium rums.

Mariska van Beukering, Marketing Manager of Maxxium Travel Retail, said, “We have chosen Madrid Airport for the launch of this product in travel retail as the regular Spanish traveller is well acquainted with Brugal rum and will appreciate the special qualities of Siglo de Oro’s unique maturation and crafting. Brugal is already the number one rum consumed in Spain and we hope to build on its reputation and standing with this new product in the range. ”

Siglo de Oro was created in 1988 to celebrate the 100th Anniversary of the Brugal Family Legacy passed down by D. Andrés Brugal Montaner, a Catalán entrepreneur who created, in Puerto Plata, the most desirable and premium rums in the world.

David de Miguel, Global Head of Liquor and Tobacco, World Duty Free Group had this to say about the launch: “We are very pleased to be working closely with Brugal on the exclusive launch of Siglo De Oro. Siglo de Oro, as a premium product among Brugal rums, will be a welcome addition to the range of high quality products that we take pride in offering to our discerning customers. Furthermore The Brugal Bar is the perfect environment for such a launch as it is the ideal place for customers to discover the Brugal brand and for rum connoisseurs to find something special and new.” 

In the year 2002 during the celebration of the 40th World Selection of Spirits & Liqueurs, Brugal Siglo de Oro obtained the Gold Medal for inimitable quality, awarded by the International Institute for Quality Selections in Brussels, one of the highest recognitions known to the distilled spirits market.

Today, Brugal Siglo de Oro remains one of the most exclusive rums created by the Brugal family Master Blenders.  It is produced just once per year and quantities are limited.  Each and every bottle produced passes through the expert hands of the ‘Maestro Roneros’, who belong to the fourth and fifth generations of the Brugal family’s Master Blenders.

“The Warehouses of Ron Brugal have over 250,000 casks aging under constant supervision and expert care.  Brugal Siglo de Oro is a unique blend of rums which has matured over time in American white oak casks.  The basis of its formulation is the oldest used by any Caribbean rum producer,” remarked Franklin Báez Brugal, President of Brugal & Co.

The essence of Siglo de Oro rum is a meticulous selection of eight year old reserves.  Following formulation, the liquid returns to American white oak casks for a similar period of time.  With this process of double maturation, the reserves achieve an exquisite 16 year old blend. For this reason, connoisseurs often confess that Brugal Siglo de Oro is a masterpiece, to be savoured and enjoyed on special occasions.

Original source: Company Release

Sectors: Product launches, Spirits

Companies: Edrington, Maxxium

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