Bacardi Takes Aim At The Spiced Rum Segment

Bacardi is mounting a renewed push into spiced rum, reintroducing its former Oakheart label in a new incarnation as Bacardi Spiced. Noting that spiced rum is the only segment of the rum category to show volume growth over the past decade, Bacardi is launching Spiced ($13) nationwide this month, targeting at-home occasions and both new and existing spiced rum consumers.

“We feel the spiced segment poses an untapped opportunity, and we’re confident in our potential to steal share from declining segment leaders,” Bacardi rum vice president Lisa Pfenning told SND. “With the spiced rum segment representing over one-third of the category overall—and with the fall and sports-watching season coming up—we feel now is the time for Bacardi to reintroduce its spiced rum variant with a refreshed look.”

According to Bacardi’s consumer research, 37% of current spiced rum drinkers said they would replace their go-to spiced rum with Bacardi Spiced, and 62% of existing Bacardi drinkers, who also drink other spiced rums, said they would be more favorable toward a Bacardi-brand spiced offering. The company will promote the launch with simple serves like Spiced & Cola, Spiced & Ginger, and Spiced & Pineapple.

According to Impact Databank, Bacardi’s namesake brand rose 1.1% last year to 6.4 million cases in the U.S., boosted by innovation in flavors, premium rums, and the ready-to-drink segment. Oakheart was roughly flat at 125,000 cases. Among the top players in spiced rum, Captain Morgan slipped 3% to 5.5 million cases and Admiral Nelson’s advanced 1% to 982,000 cases.—Daniel Marsteller

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