Bacardi, the world’s best-selling rum, is launching Bacardi Gold, which, at 40%, has an increased ABV of 2.5% for consumers who want a stronger flavour.

Bacardi brand director Lisa Jazwinski said: “This is a really exciting year for Bacardi. We’re bringing innovation such as Bacardi Gold Rum at 40% ABV into the UK off-trade, where there is a genuine consumer interest in the golden rum sub-category.”

The brand has unveiled a new marketing campaign called ‘Bacardi Untameable Since 1862’, with a multi-million pound investment in the UK. Bacardi Gold has an RRP of £21.

The stats

• Golden rum sales are growing by 17.2% 
• The total rum market is worth £294.1m