Bacardi and Heinemann team up in exclusive Bacardi Añejo Cuatro Sherry Cask release

Bacardi Global Travel Retail Division has partnered with Gebr Heinemann to launch the travel retail-exclusive Bacardi Añejo Cuatro Sherry Cask.

The 1-litre bottles of the 40% ABV premium rum have an RRP from €27.90 (US$30.70). They are available from this month exclusively at Heinemann airport stores across key locations including Amsterdam, Copenhagen, Frankfurt, Istanbul, Sydney and Oslo.

Bacardi Global Travel said the expression “heralds a new decade of rum innovation”.

Combining innovation and excitement: Bacardi introduces its Añejo Cuatro Sherry Cask

Bacardi Añejo Cuatro Sherry Cask is aged for four years before being finished in sherry barrels. According to Bacardi Global Travel, the Caribbean climate accelerates the rum ageing process by around three times than whisky ageing and there is no reduction in quality as the process develops.

The company said its latest expression could be compared to a 12-year-old whisky.

The gold-coloured rum offers notes of grape, raisin, wine, molasses, caramel, plum and oak. It is touted as ideal for sipping and for cocktails such as the Bacardi Cuatro Highball or Bacardi Cuatro Mismo.

“Exclusivity and differentiation from domestic markets are important purchase motivators for rum enthusiasts in travel retail” – Bacardi Global Travel Director International Key Accounts Thomas Koch

Bacardi Global Travel Director International Key Accounts Thomas Koch said Bacardi aims to bring innovation and excitement to the premium rum category.

“Exclusivity and differentiation from domestic markets are important purchase motivators for rum enthusiasts in travel retail and we are confident they will be drawn to the sherry cask finish in this edition of Bacardi Añejo Cuatro,” he said.

Gebr Heinemann Director Purchasing Liquor, Tobacco, Confectionery & Fine Food Rüdiger Stelkens added: “Bacardi is a key brand for our rum category and we are really pleased to be partnering with Bacardi on another exclusive launch, adding something very special for our customers. I am sure rum lovers will be keen to explore this new sherry edition and to use it to elevate their home cocktail-making.”

Click here for our exclusive interview with Bacardi Global Travel Retail Managing Director Vinay Golikeri on travel retail exclusives, activations, craft trends and what gets him up in the morning.

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