The King of Rums Calls Consumers to Try Rum in Their Favorite Classic Cocktails; Participating Bars and Restaurants Nationwide Celebrate Rum’s Resurgence
Hamilton, Bermuda, August 5, 2016—This National Rum Day, August 16th, BACARDÍ calls consumers around the country to “Raise Your Rum” as part of a campaign to bring awareness to the spirit’s history, versatility and cultural comeback.
BACARDÍ will celebrate rum season with over 5,000 consumer and trade samplings in 100 participating bars from August 5th – August 16th. Guests will have the chance to ‘raise their rum’ in San Francisco, Los Angeles, Denver, Miami, Ft. Lauderdale, New York City, Philadelphia, Chicago, Boston, and Atlanta. BACARDÍ will also roll out national radio programming including major market morning shows featuring rum cocktail tutorials from brand ambassadors.
The perception of rum as appropriate only in tropical drinks has begun to shift. The spirit has quietly shed its beach-bum image and is reemerging as a premium, high-end spirit that is incredibly drinkable and complex. The category is increasing its momentum by capitalizing on what makes it different from other spirits – namely, its versatility and drinkability. Rum is on the cusp of being the hottest category according to Beverage Dynamics, and trade experts are heralding the spirit as a sophisticated alternative for cocktail enthusiasts.
Premiumization in the rum category is driving growth, with trade and consumers alike looking for high quality spirits. More momentum will continue as rum evolves to where other categories, like scotch and bourbon, have gone in terms of premiumizing. Dark, aged rums play a large role in rum’s premiumization, as consumers are ready for more robust sipping experiences.
Leading the category resurgence and premiumization is BACARDÍ, whose rum portfolio is the most awarded of all time with recognitions for great taste, quality and innovation. This, combined with the brand’s unrivaled heritage in classic cocktails, are unparalleled in the rum category, reinforcing its position as the top-selling rum in the United States, according to The Nielsen Company.
The innovations of our founder, Don Facundo Bacardí Massó, helped create one of the most versatile and popular spirits in history,” said Mauricio Bermudez, Brand Director, BACARDI rum for North America. “I’m confident that he would be proud to know that BACARDÍ is one of the most frequently heard bar calls in the world, as consumers request BACARDÍ by name so they can enjoy its unique taste alone or in cocktails. That, Don Facundo would probably say, is an award in itself.”
This National Rum Day, BACARDÍ is calling for consumers to swap out their favorite bourbon or gin classic cocktail recipe for a rum alternative that will have them rethinking the spirit’s versatility.
If You Like a…Bourbon Old Fashioned
Try a…BACARDÍ 8 Old Fashioned
• 2 parts BACARDÍ 8 Años rum
• 1 teaspoon sugar
• 2 dashes Angostura Aromatic Bitters
• 0.5 part water
• Orange peel for garnish
Method: In an Old-Fashioned glass, pour in the sugar, water and Angostura Bitters. Combine everything with a bar spoon (or muddler), add the BACARDÍ 8 Años. Fill the glass 3/4 of the way with large ice cubes and stir repeatedly, around 10 stirs. Top with a little fresh ice. Cut a piece of orange peel and squeeze over the cocktail before dropping it into the drink.
If You Like a…Gin Tom Collins
Try a…GRAN RESERVA Maestro Collins
• 2 parts BACARDÍ GRAN RESERVA MAESTRO DE RON®
• 1 part freshly squeezed lemon juice
• 2 tsp fine white sugar (caster sugar)
• To fill: Soda or sparkling water
Method: Pour the BACARDÍ GRAN RESERVA MAESTRO DE RON, lemon juice and caster sugar into a cocktail shaker with cubes of ice and then give it a good, hard shake. Fine strain the mixture into a serving glass and top it up with soda. Finish by garnishing it with a lemon peel.
The artful Maestros de Ron (Master Blenders) today follow the same exacting standards set forth by Don Facundo as they craft and blend BACARDÍ rum. Through seven generations of Don Facundo’s descendants, family-owned BACARDÍ has focused on innovation, consistency, quality, taste and excellence. To learn more about BACARDÍ rum, visit www.BACARDI.com.
About BACARDÍ Rums
In 1862, BACARDÍ revolutionized the spirits industry when founder Don Facundo Bacardí Massó began producing his remarkable light-bodied, smooth rum. The unique taste of BACARDÍ inspired cocktail pioneers to invent some of the world’s most famous drink recipes including the Mojito, the Daiquirí, the Cuba Libre, the Piña Colada, and the Presidente. BACARDÍ rums have won more than 700 awards for quality and taste making BACARDÍ the world’s most awarded rum. Today, BACARDÍ is produced mainly in Puerto Rico, following the production legacy set forth by Don Facundo Bacardí Massó – crafted in a five-step distillation process, mellowed in American white oak barrels, and filtered five times for unparalleled quality and smoothness. www.BACARDI.com
The BACARDÍ brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.