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Bacardi Fortifies Rum Leadership with Bacardi OakHeart Spiced Rum

August 15, 2011


CORAL GABLES, Fla. -- Have heart? Our rum does. And now spices too. Bacardi, the world's favorite and best-selling premium rum, announces the launch of Bacardi OakHeart, the most noteworthy product introduction from Bacardi since the brand created the flavored rum segment with Bacardi Limon more than a decade ago. On the verge of its 150th anniversary, the introduction of Bacardi OakHeart reaffirms the brand's leadership position in rum with expressions now across all rum segments -- traditional, flavored and spiced.  

Bacardi Oakheart

Bacardi OakHeart is a tribute to the modern day adventurer. The spirit honors their core essence: a fierce loyalty, stout-heart and unwavering resolve. These timeless qualities are reflected in the bold taste of Bacardi OakHeart; a smooth, spiced rum with a hint of smokiness and a unique velvet-like smoothness. Straight from the heart of charred American white oak barrels, this expertly blended premium, dark rum specialty contains natural flavors and spices. Bacardi OakHeart will be available nationwide September 2011 at a suggested retail price of $12.99 for a 750-ml bottle.  

"Bacardi OakHeart has been launched to capitalize on the emerging popularity of spiced rum and delivers a product with the credentials of a brand that created modern rum in 1862," said Toby Whitmoyer, vice president and brand managing director, rums category, at Bacardi U.S.A., Inc. "Bacardi OakHeart was created to bring together a new generation of rum drinkers (21+) - a generation that lives for adventure, freedom and spontaneity. Coming from more than a century of Bacardi tradition and rum knowhow, this introduction is a major development for our brand and Bacardi OakHeart is ideally positioned to earn a leadership spot in spiced rum."  

The Spiced Rum

Bacardi OakHeart (70 proof/35 percent ABV) is created with the finest amber rums mellowed in charred American white oak barrels to create the perfect base. Choice spices such as maple, cinnamon, nutmeg, honey and vanilla are added to the rum which is filtered through a proprietary process. The result is a bold, spiced rum straight from the heart of charred oak barrels with an amber hue, a hint of smokiness and unique velvet-like smoothness. Rich and oaky on the nose, with hints of smoke and dried fruit, this exceptional spiced rum has a robust flavor that stands up to any challenge. Slightly sweet and peppery with a noticeable rum-kick, Bacardi OakHeart tastes great straight or combined with cola and served over ice in a chilled stein glass.  

The Name

Every aspect of Bacardi OakHeart was developed in collaboration with thousands of consumers and hundreds of bartenders. More than 2,700 names were considered before Bacardi OakHeart was selected, a process that took more than two years. The Bacardi OakHeart name draws on the charred oak barrels used to create this premium rum and consumers and bartenders associate the name with strength of character, unwavering loyalty and the kind of friend they'd like to be and have.  

The Bottle

Bacardi OakHeart has a textured package with a look and feel that's rugged, masculine and edgy, while at the same time remaining spirited and vibrant, and communicating the brand's provenance and heritage. A badge-like label that adorns each bottle reflects the idea of adventure, fraternity and camaraderie embodied in the OakHeart man. In addition to 750-ml package, Bacardi OakHeart will also be sold in 1.75-liter, 1-liter, 375-ml, 200-ml and 50-ml sizes.

Advertising & Promotion

The launch will be supported by the "OakHeart Challenge," a program designed to bring the brand to life through a series of events, competitions and ultimate shared adventures for people across the country to show that Bacardi OakHeart can stand up to any challenge.  In addition,Bacardi OakHeart will be supported nationally with print and out of home advertising, digital, mobile, social media, experiential marketing, product sampling and public relations that embody the brand tagline, "Bacardi Together".  For more information, please visit facebook.com/Bacardi.



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