Bacardi Oakheart arrives to service the lower end spiced rum market, presumably against the big contender Captain Morgan. This completes the Bacardi profile but puts itself into a market flooded with tasty competition. I think that will be Oakheart’s biggest problem, there are great competitors in the mid-tier price point at or below USD $25. While Oakheart will probably be available in most areas for $US 12-20 I think some folks will still consider a $20 to $25 dollar offering from its competition and not always just go low-end pricing.
If the world was as simple as Captain Morgan Original and Bacardi Oakheart many customers may lean towards the smoother peppery body of the Oakheart but with Captain Morgan Black hitting shelves, the game changes. Those looking for the sweet spices of a rum, you’ve got Kracken, Blackbeard, Cruzan 9, CM Black, Tattoo and so many others. I believe Oakheart brings the pepper and rum punch but it’s not, in my opinion, a traditional spiced rum offering because it doesn’t “taste” like it.
If you make an Oakheart cocktail recipe I believe most consumers, in a blind cocktail taste, will not even know it was a spiced rum cocktail. We have grown used to the sweeter charred oak caramel, vanilla, brown sugar and cinnamon flavors with a touch of allspice and a few other hidden ingredients that makes our brain say “ooh, spiced rum.”
But, I can imagine this being something of an old-style pirate rum… hardcore rum flavor with a bit of bite.