BACARDI U.S.A., Inc. Set to Expand Its Product Line in September Adding Tequila Spiked Rum, CICLON to Mix.Business Editors MIAMI--(BUSINESS WIRE)--Aug. 5, 2002 Echo Boom Generation Targeted as Bacardi Seeks To Capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. Rum and Tequila tequila Distilled liquor, usually clear in colour and unaged, made from the fermented juice of the Mexican agave plant. (See agave family.) It contains 40–50% alcohol. Growth Trends Seeking to further expand its reach in the alcoholic beverage alcoholic beverage Any fermented liquor, such as wine, beer, or distilled liquor, that contains ethyl alcohol, or ethanol, as an intoxicating agent. When an alcoholic beverage is ingested, the alcohol is rapidly absorbed in the stomach and intestines because it does not segment set, Bacardi U.S.A., Inc. is launching CICLON(TM) , a tequila spiked spike 1 n. 1. a. A long, thick, sharp-pointed piece of wood or metal. b. A heavy nail. 2. A spikelike part or projection, as: a. rum on September 2. Sales of CICLON will be aimed primarily at the emerging "Echo Boom" generation of 21-29 year old adult consumers, with a focus on 21- 24 year old males. CICLON, by legal definition is a "distilled spirits specialty", consisting of BACARDI Gold Rum, infused with a touch of super premium blue agave blue agave n. A blue-leaved Mexican agave (Agave tequilana var. weber) used especially in making tequila. Tequila and natural lime flavor. "Reflecting its name CICLON, BACARDI U.S.A., Inc. hopes to take the distilled spirits market by storm," says John Gomez, Vice President, Marketing for BACARDI Rum. Market trends, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Gomez, indicate CICLON will capitalize on the two hottest growth segments in distilled spirits: Rum and Tequila. CICLON is the result of more than three years of research and development in which BACARDI U.S.A., Inc. invested more than $1 million in product development and market research testing. CICLON will be available nationally both on and off premise and in all sizes by September 2. Supporting Sales Supporting CICLON sales will be a multi-million dollar marketing campaign providing national and local media coverage. Campaign elements will include a 360 degree integrated advertising and promotion plan with a heavy up focus on on-premise promotions combined with a breakthrough consumer communication program and internet marketing See Internet advertising. . Strategy Defined Through the introduction of CICLON, BACARDI U.S.A., Inc., seeks to capitalize on the growing flavored rum and tequila categories geared toward the emerging `Echo Boom" generation with rum/tequila among growth categories and further enhance Bacardi's rum leadership in the rum category. Favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. Trends Market trends, according to Gomez, indicate CICLON will capitalize on the two hottest growth segments in distilled spirits: rum and tequila. Rum has shown a 33 percent increase in consumption in the last five years. Tequila consumption has risen 53 percent over the last five years. Gomez points out that the future holds growth for spirits targeting 21-29 year old adult consumers. By 2015, 72 million new consumers will become part of the Echo Boom Generation. BACARDI Sales BACARDI Rum sales domestically for the year 2001 were up 3.5 percent over the previous year. This marked the fifth consecutive year of growth for the distilled spirit producer. |
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