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Exclusive: Bacardi Rum Set To Launch New Pineapple Fusion Extension

February 15, 2013

Bacardi USA is introducing its latest Bacardi flavor extension, Pineapple Fusion, at the NBA All-Star game this weekend in Houston, Texas. The company will do a series of events for Pineapple Fusion during All-Star Game weekend, leveraging its role as the NBA’s exclusive spirits sponsor.

Pineapple Fusion, a combination of pineapple rum and coconut rum, is Bacardi’s 14th flavor extension and its first new flavor since the launch of Wolf Berry and Black Razz last April. Its retail launch will begin in April, selling at a suggested retail price of $14.99 a 750-ml.

The launch will continue through the summer, supported by various through-the-line initiatives including sponsored cultural events, as well as a multi-million dollar television investment that will feature a 15-second spot aimed at 21- to 24-year-old males.

According to Givaudan, the world’s leading producer of flavors and fragrances, pineapple is the number-one flavor in the U.S. market among African-Americans and number-two among Hispanics. Bacardi is hoping that pineapple combined with coconut will spur even greater interest. “We feel that Pineapple Fusion’s combination of pineapple and coconut is unlike any other rum product out there,” said Toby Whitmoyer, Bacardi USA’s vice president and managing director, rum.

In cocktails, Bacardi is touting Pineapple Fusion mixed with Pineapple Juice, or with Lemonade and Bacardi OakHeart, in addition to the chilled shot option. “This product will continue to bolster our credentials as an easy-to-mix, high-quality liquid,” Whitmoyer added. On-premise pricing will be “at parity to premium competitors,” Bacardi said.


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