September will bring many things — a new school year, changing colors of foliage, an occasional nip in the air, and a rum giant’s challenge to the market leader in spiced rum.
Bacardi, the global leader in traditional rum with 55% of the market, according to Nielsen rankings, in September will bring to market Bacardi Oakheart, a spiced rum aimed directly at category leader Captain Morgan’s dominance.
It will be interesting to see if this challenge fares any better than Bacardi’s first spiced rum, Bacardi Spice, that was discontinued in 1998 after a mere two years of existence.
It’s a long uphill struggle. Captain Morgan has 71% of the category. Spice has grown more than other segments this year, up 3.2% percent to make up nearly 30% of the total rum market.
Oakheart will carry a suggested retail price of $12.99 for the 750ml bottle.
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