The company said its Bacardi Passionfruit (27% ABV) is tapping into the growing trend for flavoured rums, which is on an upward trajectory and expected to grow significantly over the next five years.
Bacardi said it is committed to staying at the forefront of this momentum, introducing exciting, eye-catching innovations, to recruit new consumers and drive the category expansion.
Bacardi Passionfruit contain all-natural flavours, is gluten-free and delivers a balance of sweet and tangy notes.
Evolving tastes
Bacardi brand director for Europe Tjalling Simoons said: “At Bacardi, we’re always looking for new ways to bring bold, exciting flavours to our fans, and Passionfruit is the perfect fit.
“As the #1 rum brand in Europe we know that consumers are looking for drinks that elevate their drinking experiences and match their evolving tastes. Passionfruit is already a top performer in cocktails, both at home and in bars, so we’re confident this vibrant new launch will excite rum lovers and invite new drinkers to explore delicious, tropical flavours.”
Cocktails
The Bacardi Passionfruit can make the base for a wide range of cocktails, from simple mixed drinks to more complex creations. For the perfect summer serve, the company suggests mixing Bacardi Passionfruit with Lemonade, or with Cranberry Juice or Soda Water.
Bacardi previously launched a spiced rum - Caribbean Spiced (40% ABV), made with pineapple, coconut, vanilla and cinnamon.
