Bacardí taps into luxury gifting market with limited-edition ‘mixing console’

Bacardí has announced the launch of a vinyl Mixing Console - a record player and integrated bar - in response to the growing demand for ‘at home bars’ and premiumisation.

The limited edition collector’s item has been custom made using sun-soaked rum barrels from the Bacardí distillery in Puerto Rico. There will only be four available to order in the UK and another four in the Netherlands and Germany respectively.

Each stave has been delicately stripped and cut to bespoke measurements to encase the vinyl turntable to determine the placement of the oak from the turntable itself. Adjoined to the console, the bar cart includes a bespoke walnut drinks tray with custom indentations that house glassware, shakers and a selection of bottles from Bacardí’s premium range.

“We wanted to bring the exuberant island-heritage of the Bacardí brand to life with this console whilst ensuring music was at its core,” commented Fabio Ruffet, Bacardí brand director.

“We know everyone will be celebrating more at-home this Christmas season, whether virtually or within their households, so we wanted to create the Bacardí Mixing Console as the perfect way to enjoy the festivities with a premium touch – just like our rums!”

Ruffet added that the rise in premiumisation continues across the UK with a growth of 18 per cent and no signs of slowing down.

Further research by Bacardi has found a quality over quantity gifting trend trend as consumers opt for more meaningful Christmas presents for friends and family. One in five Brits are planning a virtual cocktail party this Christmas, according to the survey.

Bacardí’s rare and premium range includes Bacardí Añejo Cuatro, Bacardí Reserva Ocho and the most recent addition to the portfolio, Bacardí Gran Reserva Diez.