In keeping with its goal to push the premiumization of the rum sector, Bacardi Global Travel Retail (GTR) introduced Santa Teresa Bicentenario Ultra Añejo exclusively via travel retail.
It’s the first time the public has had access to Venezuelan rum. Made in Hacienda Santa Teresa, which was established in 1796, Santa Teresa Bicentenario Ultra Añejo showcases the expertise of the Vollmer family, who have owned the property since 1830.
According to Bacardi Travel Retail Marketing Director Darragh Ryan, “up until now, the rum category in travel retail has lacked prestige-plus travel-retail exclusive expressions that are now commonplace for brown spirits such as malt whisky and Cognac.”
“The Santa Teresa Bicentenario, an exquisite example of aging craftsmanship, represents a significant advancement for the rum segment in travel-related merchandising. It’s a distinctive luxury product that rum fans and collectors will undoubtedly want to own.
With a 223£ value gain compared to 2022, the premium rum segment is the fastest growing in the market, according to IWSR, outperforming the broader category by 6%. Prestige Plus is expected to “continue driving growth in the rum category,” according to Bacardi, with a projected growth rate of 39% over the next five years.
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The article image is courtesy of 5PH on Canva
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