Bacardi has invested £3m in the launch of a new smoky spiced rum, named Bacardi Oakheart, to target male drinkers.
Bacardi Oakheart, which will be available from September, will be pushed using an 'Oak and Coke' bar call in pubs and is set to be supported by print, digital and outdoor advertising, high visibility POS and national sampling activity.
Liam Newton, marketing director at Bacardi, said: "Consumers are looking for something different and more adventurous to add to their drinking repertoire. Bacardi Oakheart fills a gap in the market for a spiced rum brand with a distinctly masculine, smoky edge that appeals directly to guys that know life is about the experiences they share with friends."
"Publicans and bar owners will benefit as consumers adopt the memorable 'Oak and Coke' bar call," he explained, reminding that: "Bacardi Oakheart presents a golden opportunity for retailers, publicans and bar owners to grow the category by backing a product with a genuine point of difference."
The Bacardi Oakheart bottle will feature "the Bacardi logo as part of the Oakheart lock-up, a design feature that's not just a label but a badge, ensuring strong differentiation from competitors," Newton added.