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Bacardi Rum Targets Scotch, Cognac Drinkers With New Facundo Collection

November 1, 2013

Bacardi has unveiled The Facundo Rum Collection, a new range of limited-edition, aged sipping rums. The collection, which is a tribute to Bacardi founder Don Facundo Bacardi Massó, will feature four handcrafted, luxury entries intended to appeal to Scotch and Cognac connoisseurs. Rolling out this month, the four rums will initially be available only in New York and Miami, limited to just 1,500 cases for their debut year.

The first tier in the Facundo Collection is Neo ($45), a blended white rum made with liquid aged for up to 8 years, which is then carbon-filtered to remove color. Next in the range is Eximo ($60), which is blended prior to being aged for more than 10 years, and then Exquisito ($90), which is made with 7- to 23-year-old rums and finished in Sherry casks. The collection’s most upscale offering is Paraiso ($250), which is matured for up to 23 years and finished in Cognac casks. Each of the variants is intended to be consumed neat or on the rocks with the exception of Neo, which is also suggested to be consumed in cocktails.

The Facundo Collection launch marks a major move upmarket for the Bacardi franchise, whose core rum portfolio tends to play in the $15-$20 price range. The new luxury collection joins Bacardi Superior, Bacardi Gold, Bacardi 8, Bacardi Añejo and Bacardi 1873 Solera in the brand’s traditional rum portfolio.

Last year, Bacardi rum was up 0.5% last year to 9.5 million cases in the U.S., according to Impact Databank. Globally, the brand is the second-largest premium spirit label worldwide, rising 1% to 19.8 million cases in 2012.

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