Bacardi rum line expands with fruit juice

The Bacardi beverage company in – Brazil operates with the Bacardi rum, Grey Goose vodka and Vermouth Martini – will strengthen its line of rum with fruit flavors. The company already offers in the local market a line of rum with Green Apple, the Bacardi Big Apple and recently began to offer retail lines with lemon and pineapple flavors.
In the rum market, Brazilians follow a tendency contrary to the rest of the world. While consumers abroad prefer the pure rum, domestically, the preference is for mixtures of distilled with fruit juices. "So let's reinforce the bet in blends, given the taste of Brazil", says Luis Matias, commercial Director of Bacardi Brazil.
The production of the new lines will be made locally, in a plant that Bacardi maintains in São Bernardo do Campo (SP). Matias said with the local manufacturing, the company will suffer less impact of the appreciation of the dollar against the real, and can operate in the country this year without having to carry out major readjustments in prices. To publicize the products and stimulate sales, Bacardi will conduct marketing activities during the Carnival, with actions in points of sales in the Northeast – main consumer region of rum in the country currently.
According to data from Euromonitor consulting, in the Brazilian market, Bacardi is the runner-up in the segment of rum, with 31.8% stake. Is behind only the Pernod Ricard, owner of Malibu and Havana Club, which has a slice of 66.2% of the market, according to the survey. Overall, Bacardi is the largest competitor in the segment of rum, with 14.7% of sales, according to Euromonitor.