Bacardi launches new flavoured rums in “breakthrough” bottles

Bacardi claims to have added “groundbreaking” ingredients never before infused with rum as part of a US launch also featuring “breakthrough” temperature and light-activated bottles.

The two new products are Bacardi Wolf Berry with blueberry and wolfberry, and Bacardi Black Razz with raspberry and black sapote.

Wolfberry is bright orange-red fruit, oblong-shaped and usually grown in China.

Black sapote fruit are tomato-like with an inedible skin that turns from olive to a deep yellow-green when ripe and an edible pulp that turns from white when unripe to a flavor, color and texture often likened to chocolate pudding when ripe.

“As the world’s most popular rum, Bacardi holds a leadership position when it comes to creating new innovative flavour combinations that blend the very popular, well known flavours with more exotic ones that are gaining momentum like wolfberry and black sapote, diversifying and adding color to the palettes of our consumers,” said Toby Whitmoyer, vice president and brand managing director, rum category, at Bacardi USA.

“Bacardi is committed to providing consumers with new and exciting flavour combinations that consist of unique ingredients with dynamic tastes.”

Bacardi will also debut new packaging with temperature and light activated bottles. When chilled, Wolf Berry reveals a red claw mark across the label and Black Razz unveils an enlarged red berry logo.

The new product launch is supported with a multi-million dollar campaign that focuses on-trade sampling and advertising in key metro areas.

Bacardi Wolf Berry and Bacardi Black Razz are available in 750 ml for a suggested retail price of $14.99, in addition to 50 ml, 200 ml, 375 ml, 750 ml, 1 liter and 1.75 liters.