Bacardi is aiming to bridge the gap between aged and unaged rum with a Caribbean Spiced variant, according to the Bermuda-headquartered spirits company’s global brand director for rums and innovation.
Bacardi targets hesitant aged rum consumers with Caribbean Spiced variant
Bacardi says there is a growing interest in “premium” rums but some consumers could be intimidated by the prospect of ordering an aged product for the first time.