Bacardi Aims To Challenge Captain Morgan’s Spiced Rum Supremacy With OakHeart Launch
Source: Shanken News Daily
August 08, 2011
Rum giant Bacardi has upped the ante in the spiced rum segment—long dominated by Diageo’s Captain Morgan—with the launch of Bacardi OakHeart, a 70-proof, spiced blend of Bacardi Superior and Gold priced at around $12.99 a 750-ml. The U.S. spiced rum category has experienced a new surge in popularity of late, even as overall rum sales have been relatively soft. In 2010, U.S. rum volume grew just 1.5% overall, while spiced rum advanced by as much as triple that rate, driven by both thriving upstarts—notably William Grant & Sons’ Sailor Jerry—and new brand introductions from larger players.
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