BACARDI U.S.A., INC. SET TO EXPAND ITS PRODUCT IN SEPTEMBER ADDING TEQUILA SPIKED RUM CICLON TM TO MIX

Seeking to further expand its reach in the alcoholic beverage segment set, Bacardi U.S.A., Inc. is launching CICLÓN , a tequila spiked rum on September 2. Sales of CICLÓN 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.

BACARDI U.S.A., INC. SET TO EXPAND ITS PRODUCT LINE IN SEPTEMBER ADDING TEQUILA SPIKED RUM, CICLÓN TM TO MIX

Echo Boom Generation Targeted as Bacardi Seeks To Capitalize on Rum and Tequila Growth Trends

MIAMI, FL -- Seeking to further expand its reach in the alcoholic beverage segment set, Bacardi U.S.A., Inc. is launching CICLÓN , a tequila spiked rum on September 2.
Sales of CICLÓN 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.
   CICLÓN , by legal definition is a "distilled spirits specialty", consisting of BACARDI Gold Rum, infused with a touch of super premium blue agave Tequila and natural lime flavor.
   "Reflecting its name CICLÓN, 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 Gomez, indicate CICLÓN will capitalize on the two hottest growth segments in distilled spirits: Rum and Tequila.
   CICLÓN 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. CICLÓN will be available nationally both on and off premise and in all sizes by September 2.
SUPPORTING SALES
   Supporting CICLÓN 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.
STRATEGY DEFINED
   Through the introduction of CICLÓN, 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 Bacardis rum leadership in the rum category.
FAVORABLE TRENDS
   Market trends, according to Gomez, indicate CICLÓN 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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For more information, contact:
Laura Baddish, The Baddish Group
212 221 7611 ext. 304 or lbaddish@aol.com