Stoli Group has released details of an update to the recipes for both core expressions from US rum brand Bayou.
The company said earlier this week that production of new versions of Bayou White Rum and Bayou Spiced Rum has commenced at the mark’s source distillery in Louisiana. The move comes in Bayou’s 15th anniversary year and consists of “an enhanced liquid blend” backed by “refined contemporary packaging and an aggressive new pricing model”.
The two expressions will be on sale in Louisiana and neighbouring southern US states later this month, ahead of nationwide and worldwide availability over the coming weeks.
The “modernising” of Bayou’s liquid profile has been undertaken with a view to attracting “today’s casual mixers, home entertainers and cocktail explorers”, Stoli Group said. On the pricing side, White and Spiced’s SRP has been moved downwards to between US$15 and $16 per 75cl bottle, on the basis of establishing what the brand owner called “strict price parity with category majors, offering an upgraded alternative for social gatherings, backyard BBQs and seasonal celebrations”.
“For the first time in Bayou Rum history, we are unveiling an enhanced recipe for our two flagship expressions,” said Bayou’s master distiller, Reiniel Vicente Diaz. “These new releases are the first to come off our state-of-the-art bottling line, reflecting faster production and greater capacity without compromising quality.
“This launch arrives during America’s 250th year and coincides with Bayou Rum’s 15th anniversary – a true celebration of American craftsmanship, innovation and the spirit that started it all.”
Stoli Group first bought into Bayou owner Louisiana Spirits at the start of 2016, before securing outright ownership of the business two years later. The Luxembourg-headquartered company is navigating some financial issues currently, after the Stoli Group USA and Kentucky Owl American whiskey divisions were declared bankrupt in January and Amber Latvijas Balzams, which is part of Stoli’s Amber Beverage Group, was placed in legal protection a couple of weeks later.
