Tue | Sep 26, 2017

Bacardi builds a super premium brand using Worthy Park Estate rum

Published:Thursday | December 17, 2015 | 12:00 AM
Worthy Park Estate in St Catherine.
Bacardi Single Cane Estate Rums.
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Global rum giant Bacardi has recently launched a distinctive collection of premium aged rums known as Single Cane Estate Rums.

There are two rums in this collection, and each is crafted entirely at a single source, in small batches, with each expression being unique and fully capturing the distinctive characteristics of its home.

Bacardi is the most recognised rum producer throughout the world. Why is this newsworthy in Jamaica?

Simply put, one of the variants chosen for this initial launch happens to be from Jamaica's own Worthy Park Estate in St Catherine.

Managing Director of Bacardi Global Travel Retail, Mike Birch, notes, "As the world leader in rum, Bacardi has a unique ability to drive rum category premiumisation, the credibility to deliver new perceptions of the rum experience, and the insight and innovation to create new categories within rum. Only 24 per cent of current rum sales in global travel retail are high value, compared to 76 per cent total spirits, and we are confident there's a major opportunity in travel retail for this exciting and energetic category. Single Cane Estate Rums are a key component in Bacardi's strategic drive to create category differentiation."

The bottle design is sleek and contemporary - with embossed lettering in the glass - and comes with a distinctive gift box, complete with the exact latitude and longitude of the estates where the cane is grown, processed and distilled.

Tasting Notes: It comes to life with a sunrise-like warm, amber hue and a medium body that forms a few quick legs that hang briefly on the glass.

MIXTURE OF FRUIT TASTES

A gentle swirl of the glass releases a wonderful bouquet of banana creme, vanilla and plums. As the rum is allowed to breathe, it begins to showcase traits normally associated with sweet Speyside whiskey-like honey and soft violet.

On the palate, Worthy Park exudes notes of dried honey stone fruit, tobacco and Spanish cedar with subtle, floral undertones. The finish is clean, long and pleasantly smooth.

Co-managing Director of Worthy Park, Gordon Clarke, said they were to be chosen by Bacardi and to finally see the expression released, "We were approached by Bacardi a few years ago, as they were interested in our liquid to be used for a new product they were developing. They were looking for distilleries that not only had a unique and distinctive liquid, but also had 100 per cent control of the inputs used in making rum. In our case, we have been growing sugar cane for commercial use, unabated, since 1720. Along with the fact that even though we have a new distillery that was built in 2004, 100 per cent of our rum is distilled using a pot-still to keep the traditional Jamaica rum method alive. They are arguably the biggest name in the rum business worldwide, so to have them choose our product for their line is a very big complement and one we do not take lightly."

Currently, the expression is only available through travel retail outlets in the European Union.

Worthy Park Estate is located in Lluidas Vale, St Catherine, and was established in 1670. There has been only three owners of the estate since inception, and has been in the hands of the Clarke family since 1918. Rum from the Worthy Park Estate is sold under the Rum-Bar brand name and has three expressions - Rum-Bar Rum, a white over proof rum; Rum-Bar Gold, an aged premium rum; and Rum-Bar Rum Cream, a liqueur made with 100 per cent real cream and their Rum-Bar Rum.