Bacardi GTR introduces Santa Teresa Bicentenario Venezuelan rum
Bacardi Global Travel Retail introduces Santa Teresa Bicentenario Ron Ultra Añejo
Bacardi Global Travel Retail (GTR) has underlined its commitment to premiumize the rum category in duty-free with the launch of Santa Teresa Bicentenario Ron Ultra Añejo, a new luxury travel-retail exclusive expression from the award-winning Venezuelan rum brand.
Rare and ultra-aged, Santa Teresa Bicentenario has been crafted with a blend of the oldest and most exclusive rums from the Hacienda Santa Teresa, founded in 1796. Crafted by four generations of the Vollmer family, the rum is described as a “unique showcase of the craftsmanship and rum-making skill of the Vollmer family which has run the distillery continuously since 1830”. This is the first time it is made available to the public.
Santa Teresa Bicentenario boasts a robust character with notes of toasted wood, leather, tobacco, dates and almond on the nose. On the palate, the rum offers rich flavors of cacao, sweet vanilla and warming clove, while the finish is complex with notes of rich dark toffee coming to the fore. Each product is individually numbered and showcased in an elegant crystal decanter embossed with the iconic Santa Teresa monogram and is housed in a velvet-lined leather presentation box.
Santa Teresa Bicentenario – "a true jewel of ageing artistry"
The launch of Santa Teresa Bicentenario Ron Ultra within the travel-retail channel is being supported by Bacardi GTR with a wide range of promotional tools and fixtures, including a branded sampling bar, back wall display units and shelf talkers that provide a perfect backdrop for the eye-catching packaging.
Darragh Ryan, Bacardi Travel Retail Marketing Director, said, “Up until now, the rum category in travel retail has lacked prestige-plus travel-retail exclusive expressions that are now commonplace for brown spirits such as malt whisky and Cognac. “Santa Teresa Bicentenario – a true jewel of ageing artistry – is a big step in the right direction for the rum category in travel retail. It is a unique luxury creation which I am sure will be highly sought after by rum collectors and enthusiasts.”
With a history dating back to 1796, Santa Teresa was the first rum producer in Venezuela. Established on a sugar cane plantation in the mountainous Aragua Valley, the company has remained family-owned for over two centuries and its rums are now sold in over 40 countries. The brand holds the distinction of being Venezuela’s first registered rum trademark, established in 1909, and it proudly carries the prestigious “Ron de Venezuela” (Rum of Venezuela) DOC label. In 2016, Santa Teresa forged a global distribution alliance with Bacardi Limited, headquartered in Hamilton, Bermuda.
According to IWSR 2023, Prestige Plus is the fastest growing segment in rum, showing a 223% value growth vs 2022, growing ahead of the category at +6%. With a CAGR of +39% for the next five years, Prestige Plus is expected to continue driving the growth of the rum category.
Santa Teresa Bicentenario Ron Ultra Añejo, ABV 40%, has a RRP of US$450.
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