Colombian rum brand Dictador has taken the concept of premiumisation to the extreme, unveiling a single-unit-only series of “extremely aged” iterations under the ‘M-City Golden Cities’ banner.
Contained in a 24-carat-gold bottle, the units are available by invitation only with prices starting at US$1.5m each. The blend of the liquid is created by the purchaser “in collaboration with our master distillers” at Dictador’s facility in Cartagena, while the bottle will feature a map of a city of the purchaser’s choice.
Only one city per unit will be allowed in the series.
“Each bottle is expected to have a value of millions of dollars,” said Poland-headquartered Dictador. “Once the edition reaches a billion dollars, it will be closed forever.”
A report in October’s issue of Global Drinks Intel magazine noted that rum has long lagged behind its brown spirits peers in the Global Travel Retail channel. The co-founder of the Equiano rum brand, Ian Burrell, told GDI that the range of rums in GTR currently is poor. “Internationally, duty-free stores offer very little variety in regards to their rum offering.”
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