January 1, 2016 saw SPI Group, the parent company of Stoli Group® USA announce a long term international partnership with Louisiana Spirits, LLC, producer of Bayou Rum®: America’s Rum®. Following its successful relaunch into the Americas market earlier this year, and regional introduction into duty-free, the award-winning Bayou Rum® now sees its global travel retail launch in Cannes.
Preconceived by Louisiana Spirits in 2011 and launched in 2013, Bayou Rum® is made in the traditional way in a traditional copper pot, using 100% natural unrefined sugar and molasses. Following a traditional ‘sugar house’ recipe, Bayou Rum is the first spirits addition to the Stoli Group portfolio of premium brands, which includes the flagship Stoli® Vodka brand and the ultra-premium luxury vodka, elit® by The House of Stoli®.
“This best-selling craft American Rum has a fantastic heritage and superior taste and is a perfect addition to our travel retail portfolio,” says Jean-Philippe Aucher, Stoli® Group Global Duty Free & Travel Retail Director. “Rum remains an undeveloped sector with a great deal of potential – especially for premiums. According to the West Indies Rum and Spirits Producers’ Association’s (WIRSPA), the sector grew from 101.7m nine-litre case sales in 2000, to 142.2m in 2010 (IWSR) – which is pretty impressive, with spiced rum sales doubling during the same period and flavoured rums growing by 50%.”
Aucher believes Bayou is perfect to capitalize on this trend that – he believes – is reflected well by demand in travel retail. “It’s a ‘trendy’ alternative to other dark spirits in some markets and a popular mixer for cocktails and long drinks. Premium rums are becoming more appreciated whilst generally rum has a more exotic connotation than Scotch or Cognac for younger drinkers. All this makes Bayou Rum® perfect for duty free, lending itself well to airport activations via pop-up bars, sampling etc,” he adds. It also fits well into the Stoli portfolio.
The Bayou Rum® family consists of four offerings: Bayou Select Rum®, Bayou Silver®, Bayou Spiced®, and Bayou Satsuma Rum Liqueur® – all with their own unique personality – and initial
response in the US has been excellent. Dayna Dennington, Regional Director Duty Free North and Central America, Stoli Group comments: “So far, Bayou Satsuma Rum Liqueur® has been a universal hit, even in mixology bars which are known for having a disdainful view on flavoured alcohol. It is a truly unique product without any competitors and a huge variety of uses: as a chilled shot, modifier, shot, or a beer combo. Bayou Select Rum® is held in very high regard, especially by whiskey aficionados and connoisseurs while Bayou Silver® has also been well received. Bayou Spiced® is expected to see its main sales season in the winter months, as it’s perceived as a ‘warming’ drink.”
Using the slogan ‘Make Rum Great Again’ Bayou Rum® is featuring extensively across the US in relevant events including Tales of the Cocktail and National Rum Day which took place in mid-August. A strong social media campaign is supporting the brand with activity on Facebook, Instagram and Twitter. Continues Aucher: ‘We’re very much looking forward to introducing and tasting Bayou Rum® with our customers in Cannes this year. We’ve got a strong activation program planned to support the launch into global travel retail and we’re confident that Bayou Rum® will rapidly become a ‘must-stock’ item for retailers in all regions.”
About Stoli Group
Stoli Group (headquartered in Luxembourg) was established in 2013 as the division that is responsible for the production, management and distribution of SPI Group's global spirit portfolio - the iconic Stolichnaya® Premium vodka range, elit® Vodka and Moskovskaya® . With operational business units across 3 continents and distribution in 167 countries, the group is led by a multi-national management team with key office locations in Europe, USA and China.
With almost 1 bottle of Stolichnaya® Premium vodka sold every second, each one defines the benchmark for quality with a meticulously crafted liquid that meets the highest alcohol standards - Alpha Spirit. Stoli’s exceptional purity is achieved by controlling the process from grain to bottle, using only the highest quality ingredients and processes in the Group’s own,
ultra-modern raw alcohol distillery in Tambov. The spirit then travels to Latvijas Balzams where it is blended with artesian water, quadruple filtered and bottled to become Stolichnaya® - as it has since 1938.
For more information visit www.stoli-group.com and www.stoli.com. Find us on Facebook at facebook.com/stoli and on Twitter @Stoli
For more information visit www.stoli.com or follow on Facebook at www.facebook.com/stoli and on Twitter @Stoli.
About Bayou® Rum
Bayou Rum is America’s Rum® handcrafted from fresh Louisiana sugarcane for an award-winning flavour recognized 65 times in tasting competitions; distilled and bottled consistently with quality assurance at the largest private rum distillery in the USA. Bayou Select Rum is the finest expression of the Bayou Rum family consisting of Bayou Silver, Bayou Spiced, and Bayou Satsuma Rum Liqueur. In just two years, Bayou Rum has received more than 70 awards and accolades,
Bayou Select Rum is the finest expression so far of the unique Louisiana sugarcane rum born from the rich soils of the mighty Mississippi river delta. Fermented with cane yeast, distilled in American copper pot stills, and rested in American oak in the Louisiana heat, this classic dark rum is sure to excite rum lovers’ palates with its complex aroma, delicious flavors, and sensuous finish.
From the land where sugarcane and Satsuma oranges first arrived in the USA, comes Bayou Satsuma Rum Liqueur, a craft-made, All-American rum flavoured with Satsuma juice. Biting into a freshly peeled Louisiana Satsuma is hard to beat!
Silver Bayou Rum is proofed with triple filtered fresh water delivering the cleanest and purest taste possible. From traditional cocktails, including Louisiana favorites, to your own creations, Bayou Rum delivers the heart and soul of the ultimate cocktail experience. The smooth and subtle character of Bayou Rum is perfect over ice, in a classic d daiquiri or mojito, or in your favourite rum cocktail creation.
Spiced Bayou Rum is infused with classic traditional spices with a Louisiana twist. Featuring Louisiana grown ingredients, this special gumbo of spices creates a unique and satisfying blend that makes it the perfect rum for mixing. Spiced Bayou Rum livens up everything from a rum and cola to unsweet tea or an ice cube.
For more information, visit www.bayourum.com or follow on Facebook at www.facebook.com/bayourum, on Twitter @BayouRum or on Instagram @BayouRum.
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