By Jen Russo
Bacardi has long dominated the rum market, and has built itself as one of the most recognizable names in that particular brand. They have been prolific and fearless in the past decade on releasing new rums, from the very first one, Bacardi Limon, in 1995, when flavored vodkas were all the rage, to last year’s Torched Cherry.
This year’s new release is OakHeart and it is Bacardi’s first spiced rum. They will be going head-to-head with Captain Morgan’s, the brand that has famously held the top spot in this category.
“This is the biggest launch in a decade for Bacardi,” says Sommer Meyer, Hawaii Regional Sales Manager. “It is our first entrance into the spice category and we could not be happier. We love to launch brands. The challenge is always to live up the expectations that you are given and make it fun.”
OakHeart is a blend of their Bacardi Superior and Gold, aged in charred oak with special spices. You can taste notes of vanilla, caramel and pepper. It’s very smooth and can be served on the rocks or neat. Spiced rum is traditionally served with Coke, and Oak and Coke is no exception, with Bacardi hoping that catches on as a household name.
Their launch is set nationally for this Thursday, Sept. 15 at 5pm. It’s the largest effort by Bacardi for a new brand. A trip to their Facebook Bacardi Oakheart page features a countdown to the minute of their events across the country. Catch the Maui launch parties at Lulu’s in Lahaina at 5pm or Three’s Bar and Grill in Kihei at 5pm.
Given that its trendy label sports serious masculine appeal, it’s clear that OakHeart’s marketing is aimed towards the young male drinker.
So far I have found Oakheart at Aloha Discount Liquor in Kihei, priced at $10-$23. Call them at 874-8882 for more info.
Try this at home:
OAKHEART PA`I SWIZZLE
(recipe courtesy of Juan Coronado, Bacardi Brand Master)
2 parts OakHeart
1 part Okolehao (a Haleakala Distillery product)
2 parts cinnamon syrup
1 part lemon juice
1 part pineapple juice
1 part raspberry purée
METHOD: mix all ingredients in a tall glass and build as a swizzle with crushed ice, garnish with an orchid, mint and torched cinnamon stick