BACARDÍ introduces Spiced Rum in time for fall

Relaunch paired with media partnerships across various platforms

BACARDÍ Rum, a brand of Hamilton, Bermuda-based Bacardi Ltd., announced the relaunch of BACARDÍ Spiced, an aged rum blended with natural flavors and spices for a bold, yet smooth taste.

"As the leader in the rum category with more than 158 years in the business, BACARDÍ is ready to re-stake its claim in the spiced rum segment," said Lisa Pfenning, vice president for BACARDÍ for North America, in a statement. "Consumers consistently turn to BACARDÍ for the latest in rum trends, and the spiced segment is no different. We've watched this category closely in recent years and see it as a massive opportunity for the brand, so we're very excited for consumers to trade up the competition for BACARDÍ Spiced."

Originally launched in 2011 as Oakheart, BACARDÍ Spiced makes its debut with a refreshed look, but the same flavorful liquid ready to rejoin the BACARDÍ rum portfolio, the company says. BACARDÍ Spiced is aged in specially selected charred American Oak barrels to impart a hint of smokiness, then shaped through a secret blend of charcoals and finished by adding a secret blend of spices, it adds. With the help of the oak barrels, the rum delivers essence of bourbon or brandy while paired with notes of vanilla, almond and fruitiness, yielding a smooth and flavorful liquid consumers are sure to enjoy, according to the company.

This fall, to get the BACARDÍ Spiced in front of sports fanatics across the country, the brand is embarking on a media partnership across various platforms. To engage football fans, BACARDÍ Spiced will take part in DraftKings new free-to-play NFL Pick'Em competition, spanning week one through seventeen of the regular season.

Additionally, the rum is sponsoring DraftKings 'Performance of the Week,' a top-performing social highlight at the sports betting company. On audio, BACARDÍ Spiced will be live with Spotify, with curated host reads on The Bill Simmons Podcast, The Ryen Russillo Podcast and The NFL Show. Lastly, on social, BACARDÍ Spiced will dominate Twitter conversation surrounding football-related content, it says.

Best enjoyed in a Spiced & Cola, Spiced & Ginger and Spiced & Pineapple cocktail, BACARDÍ Spiced is available for a suggested retail price of $12.99 for a 750-ml bottle for delivery via Drizly, Instacart and Minibar, and at liquor stores nationwide.

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