Bacardi is launching a premium rum in a push to dominate the premium rum market and replicate the success of gin and vodka.

Anejo Cuatro gold rum, which launches today 4 April, has been aged for four years and marks Bacardi’s attempt to dominate the premium rum sector.

Rum is the last spirit to “premiumise” according to Bacardi with premium rum only representing 15% of the total rum sector.

“This launch is the most disruptive product in the category for a generation”, Sarah Doyle, vice president of marketing for Bacardi Europe, says.

Doyle says rum has been slow to the trend due to its “misunderstood” image. “Its plagued by pirates and punch when it fact it has one of the most diverse flavoured profiles of all the spirits,” she explains.

“We’re really trying to educate people on why rum is having this great moment. It’s really this notion of acceptable premium where before you had either very low or very high-quality rum, which is just for sipping. What Cuatro gives you is an interest in trying…