Bacardi has expanded the reach of the spiced expression of its namesake rum brand to the US.
Eighteen months after rolling out Bacardi Spiced in Europe, the group’s North American division has today confirmed the return of the brand extension to the US. Previously available under the brand name Oakheart nine years ago, the spiced rum will benefit from a packaging refresh in the country.
Available nation-wide since the beginning of last month, Bacardi Spiced retails at US$12.99 per 75cl bottle. The NA unit highlighted the popularity of spiced rum among “college-aged sports fanatics of legal drinking age across the mid-west rum belt and beyond”.
“As the leader in the rum category with more than 158 years in the business, Bacardi is ready to re-stake its claim in the spiced rum segment,” said Bacardi NA VP Lisa Pfenning. “We’ve watched this category closely in recent years and see it as a massive opportunity for the brand, so we’re very excited for consumers to trade up the competition for Bacardi Spiced.”