Bacardi looks to shake off rum’s ‘pirates and punch’ image with premium launch

Bacardi is launching a premium rum in a push to dominate the premium rum market and replicate the success of gin and vodka.Anejo Cuatro gold rum, which launches today 4 April, has been aged for four years and marks Bacardi’s attempt to dominate the premium rum sector.Rum is the last spirit to “premiumise” according to Bacardi with premium rum only representing 15% of the total rum sector.
“Thislaunch is the most disruptive product in the category for a generation”,