Package design, marketing and price point for Malibu rum were all designed with a relaxed, casual summertime occasion in mind. However, a plethora of occasions and consumer types opened the Purchase, N.Y.-based Pernod Ricard brand’s eyes to new opportunities. By diversifying its portfolio, Malibu aims to appeal to more consumers more often throughout the year.
On the verge of its 150th anniversary, Bacardi Rums, parent company of Bacardi U.S.A. Inc., Coral Gables, Fla., announced the launch of Bacardi Oakheart.
Rémy Cointreau USA’s Mount Gay Rum brand has expanded with the introduction of Mount Gay Rum Eclipse Black, a 100-proof rum aimed at adults seeking intense flavor, bold expression and high quality, the company says.
Bacardi U.S.A. Inc.’s newest rum, Bacardi Arctic Grape, combines the flavors of white grape and lingonberry, an arctic berry that grows in the subarctic climates of North America and Asia.
Cruzan Rum, a brand of Beam Global Spirits & Wine Inc., added the 11th flavor to its line of rums: Strawberry. Cruzan Strawberry is made with all-natural flavors and cane sugar, plus a light taste of ginger, the company says.
