Bacardi unveils its first ever premium spiced rum

Bacardi has released its first ever premium spiced rum, Bacardi Caribbean Spiced, while tapping into the ongoing premiumisation trend in the sector.

Featuring notes of pineapple, coconut blossom, vanilla and cinnamon, Bacardi Caribbean Spiced has been created for both cocktail mixing and sipping neat, via a process which includes maturing in charred oak barrels.

To support the new launch in travel retail, Bacardi is rolling out a campaign with multiple touchpoints across the travellers' journey, including digital outreach across social media and e-commerce, in-store displays, sampling, gifting and QR-activated insights from tasting notes to cocktail suggestions.