BACARDI®, announces the launch of BACARDI® OAKHEART™, the most noteworthy product introduction from BACARDI since the brand created the flavored rum segment with BACARDI LIMON more than a decade ago. The new product is a tribute to the modern day adventurer. The spirit honors their core essence: a fierce loyalty, stout-heart and unwavering resolve. These timeless qualities are reflected in the bold taste—a smooth, spiced rum with a hint of smokiness and a unique velvet like smoothness.
BACARDI OAKHEART (70 proof/35 percent ABV) is created with the finest amber rums mellowed in charred American white oak barrels to create the perfect base. Choice spices such as maple, cinnamon, nutmeg, honey and vanilla are added to the rum which is filtered through a proprietary process. The result is a bold, spiced rum straight from the heart of charred oak barrels with an amber hue, a hint of smokiness and unique velvet-like smoothness. Rich and oaky on the nose, with hints of smoke and dried fruit, this exceptional spiced rum has a robust flavor that stands up to any challenge.
Every aspect of BACARDI OAKHEART was developed in collaboration with thousands of consumers and hundreds of bartenders. More than 2,700 names were considered before BACARDI OAKHEART was selected, a process that took more than two years. The name draws on the charred oak barrels used to create this premium rum and consumers and bartenders associate the name with strength of character.
BACARDI OAKHEART has a textured package with a look and feel that’s rugged, masculine and edgy, while at the same time remaining spirited and vibrant, and communicating the brand’s provenance and heritage. A badge-like label that adorns each bottle reflects the idea of adventure, fraternity and camaraderie embodied in the OAKHEART man. It will be available in the U.S. September 2011 at a suggested retail price of $12.99 for a 750-ml bottle. In addition to 750-ml package, the drink will also be sold in 1.75-liter, 1-liter, 375-ml, 200-ml and 50-ml sizes.
The launch will be supported by the ‘OAKHEART Challenge,’ a program designed to bring the brand to life through a series of events, competitions and ultimate shared adventures for people across the country to show that the drink can stand up to any challenge. In addition, BACARDI OAKHEART will be supported nationally with print and out of home advertising, digital, mobile, social media, experiential marketing, product sampling and public relations that embody the brand tagline, ‘BACARDI Together.’