Campari’s The Baron Samedi Spiced Rum

Campari’s The Baron Samedi Spiced Rum

Campari's The Baron Samedi Spiced Rum

Category - Spirits, rum, spiced, 45% abv

Available - From this month

Location - US, in Colorado, Georgia, Indiana, Louisiana, Massachusetts, Michigan, Missouri, South Carolina, Tennessee and Wisconsin

Price - SRP of US$21.99 per 75cl bottle

The US arm of Gruppo Campari has rolled out the company's new spiced rum brand to a raft of states across the country. The Baron Samedi Spiced Rum, names after a Haitian "Vodou" figure, was initially trialled in the US earlier this year.

The liquid comprises Caribbean column still rum blended with Jamaican pot still rum, and includes vanilla, cocoa, cinnamon, clove, and vetiver, a grass native to Haiti.

"The Baron Samedi … tells a different backstory to the nautical themes that dominate the spiced rum category today," said Christine Moll, marketing director for rums at Campari America.

Last month, Campari reported flat sales in the three months to the end of March, although sales in the US jumped by almost 15% in the quarter.

Show the press release

Campari America introduces a new deviously delightful addition to its award-winning rum portfolio – The Baron Samedi Spiced Rum – named for the Haitian guardian of all things enchantingly dark and otherworldly. Bursting with flavor, the 90-proof spirit is now available in select US markets nationwide.
 
Known to be raucous and unruly, the Baron Samedi is one of the most notorious Vodou figures and has existed in the Haitian Vodou culture since the 18th century. He is pictured as tall, dark and handsome, wearing a black top hat and black tuxedo. Frequently, he is called on for healing those near death, as only the Baron can shepherd an individual's spirit into the realm of the dead. His drink of choice? Rum.
 
Featuring Caribbean column still rum enhanced with Jamaican pot still rum, The Baron Samedi features natural ingredients including vanilla, cocoa, cinnamon, clove, and our signature spice, vetiver - a grass native to Haiti that lends a fantastic woody and earthy flavor to the product. The rum is smooth and rich, and was specifically blended to be paired with traditional mixers such as cola or ginger beer, or enjoyed as a shot.
 
The standout packaging features 13 unique hand-illustrated elements with the portrait of Baron Samedi being the 14th element – inspired by his Caribbean home, the label is abstract, mysterious, and multifaceted – an intriguing puzzle you can't help but be enticed by. The illustration of a spotted breasted frog, native to Haiti, is revealed on the inside of the front label as the rum is consumed. The closure features Vodou Veve inspired adornments.
 
"The Baron Samedi delivers an exceptional liquid and tells a different backstory to the nautical themes that dominate the spiced rum category today," said Christine Moll, Marketing Director for Rums at Campari America. "The compelling story, standout packaging, and delicious liquid complements our premium rum portfolio, which also includes the award winning Appleton Estate Jamaica Rum and Wray & Nephew White Overproof Rum brands."
 
The Baron Samedi joins a spiced rum category that doubled in size globally from 2000 to 2010 (source: IWSR), and a premium rum segment that demonstrates increasing volume levels and continued growth by the category's top brands. The Baron Samedi Spiced Rum will be available in Colorado, Georgia, Indiana, Louisiana, Massachusetts, Michigan, Missouri, South Carolina, Tennessee and Wisconsin. The price point for a 750ml bottle is $21.99.

Original source: Company Release