Westbay Distributors will take on rum rival Seagram with the 3.5m launch of a new Bacardi drink which targets men.
Bacardi Spice is a gold rum with spices such as cinnamon, caramel, vanilla and pepper. It is stronger than the standard Bacardi, at 40 per cent alcohol by volume, compared to Bacardi’s 37.5 per cent.
Westbay marketing controller for spirits Stella David says the product, which will be launched in September, is aimed at male drinkers between 25 and 35 years-old.
David says: “Bacardi is seen as a more feminine drink, and Spice is a good complement to it, appealing to male drinkers who usually drink dark spirits. This is more than just a brand extension, it is completely different from Bacardi.”
The 3.5m budget compares to the 500,000 which Seagram spends on advertising Morgan’s Spiced.
Advertising is still being developed for Bacardi Spice, but David says roster advertising agency McCann-Erickson will not handle the launch. She says it will be advertised across a range of media, possibly including TV.