Bacardi Limón heads to UK

Bacardi-Martini has announced the introduction of a new flavour to its Bacardi Rum range and unveiled an extensive pre-Christmas advertising...

Bacardi-Martini has announced the introduction of a new flavour to its Bacardi Rum range and unveiled an extensive pre-Christmas advertising campaign.

Originally launched in the US five years ago, Bacardi Limón, has been introduced to the UK after becoming the biggest citrus flavoured brand across the pond.

Jeff Macdonald, marketing controller for Bacardi-Martini, said: "We see Bacardi Limón offering great profit opportunities for the trade, especially in the pre-Christmas period, where the brand will offer a new and interesting proposition for consumers."

The new citrus flavoured variant, with a 32 per cent ABV, is aimed at the 18 to 34-year-old market.

The latest addition will sit alongside a core brand set to benefit from a heavyweight support in the run-up to Christmas.

The £3million campaign will run nationwide through November and December and includes TV, six-sheet posters and bus stop advertising.

Macdonald added: "The creative treatment in the advertisements simply and stylishly communicates the favourite way of drinking Bacardi with cola, ice and fresh lime."

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