Bacardu rum irelaunches Oakheart Bacardi Spiced (retail: $12.99) – an aged rum blended with natural flavors and spices.
Favored by college-aged sports fanatics of legal drinking age across the Midwest rum belt and beyond, the spiced rum segment accounts for over one-third of the rum category overall, leaving plenty of room for Bacardi Spiced.
“As the leader in the rum category with more than 158 years in the business, Bacardi is ready to re-stake its claim in the spiced rum segment,” said Lisa Pfenning, VP-North America. “Consumers consistently turn to Bacardi for the latest in rum trends, and the spiced segment is no different. We’ve watched this category closely in recent years and see it as a massive opportunity for the brand, so we’re very excited for consumers to trade up the competition for BACARDÍ Spiced.”
This fall, to get the refreshed Bacardi Spiced in front of sports fanatics across the country, the brand is embarking on a media partnership across various platforms. To engage football fans, Bacardi Spiced will take part in DraftKings new free-to-play NFL Pick’Em competition, spanning week one through seventeen of the regular season.
Additionally, the rum is sponsoring DraftKings ‘Performance of the Week,’ a top-performing social highlight at the sports betting company. On audio, Bacardi Spiced will be live with Spotify, with curated host reads on The Bill Simmons Podcast, The Ryen Russillo Podcast and The NFL Show. Lastly, on social, BACARDÍ Spiced will dominate Twitter conversation surrounding Football-related content.