Premium rum launches in elegant package design
Centenario 25 was created in response to growing worldwide popularity of Flor de Caña’s traditionally crafted, Slow-Aged™ Nicaraguan rums
Flor de Caña,the award-winning, Slow-Aged™rum of Nicaragua, launched Centenario 25,the finest ultra-premium rum in its brand portfolio. Centenario 25 retails for $155 and features the elegant package design that Flor de Caña recently introduced across its portfolio in response to the growing worldwide popularity of its rums, which have been distilled and traditionallycrafted from estate-grown sugarcane by the Pellas family in Nicaragua since 1890. Long the most popular rum in Central America, Flor de Caña has seen a double-digit growth per year over the past decade and is now available in more than 40 countries.
“The new Centenario 25 rum is our crown jewel,” says Robert Collins, managing director, Flor de Caña. “It showcases Flor de Caña as unique, refined and ultra-premium – exactly what we need to appeal to our growing fan base around the world.”
Flor de Caña’snew Centenario 25 has a deep and elegant amber hue. Its beautifully integrated aroma, with hints of vanilla, wood and dark cocoa, draws you into a smooth, luxurious taste that offers further notes of fruit, almond and caramel and a touch of sweetness that lingers in the long, buttery finish. Centenario 25 is meant to be enjoyed neat, or on the rocks. The rum is elegantly packaged, befitting its ultra-premium status. The black-and-gold label includes an abstraction of the Nicaraguan volcano, while the rum itself seems to float in the bottle, which sports sharp, beveled edges and a heavy solid-glass base. The premium cork closure is topped with an embossed “Flor de Caña” gold medal coin.
In the early days of Flor de Caña, young rums were the drink of choice for celebrating the sugarcane harvest, while limited quantities of finer-tasting “aged” rums were savored by the proprietors of the mill. As the preference for “aged” rum spread to the population at large, the Pellas family founded Compañia Licorera de Nicaragua in 1937 and launched the larger-scale production of these fine-quality “aged” rums. Today the sugarcane for Flor de Caña rum is still grown on the company’s plantation and processed at its mill in Chichigalpa, Nicaragua. The distillery and barrel houses are also located there. The Pellas family, led by Chairman Carlos Pellas, continues to own and manage the company with an unwavering commitment to creating the highest-quality rums.
The Flor de Caña portfolio of natural Slow-Aged™ rums is represented by two distinct brand groups. The younger family members, which exhibit a smooth, rich flavor and exceptional mixability, comprise the The Slow-Aged™ Collection.This includes Flor de Caña premium 4, 5 and 7 year-old rums. While they can be enjoyed with a mixer, including sparkling water, cola and juices, it’s best to use a little less mixer to allow the flavor of the rum to prevail. Flor de Caña Gran Reserva 7, a creamy golden-brown in color, is the flagship super-premium rum of The Slow-Aged™ Collection. Flor de Caña recently launched Flor de Caña Blanco Reserva 7, a super-premium white rum. The Centenario Collection includes Flor de Caña’s 12 and 18 and 25 super-premium rums – and now the ultra-premium Centenario 25. They are best enjoyed neat or on the rocks.
Like all Flor de Caña rums, Centenario 25 is made with Flor de Caña’s proprietary Slow-Aged™ process, in which the natural temperature, ventilation and duration of the aging process ensures that no excessive flavors or aromas are added to the final product. Made with only natural ingredients, the rum is slowly aged for years in charred, white oak barrels previously used to mature American bourbon whiskies. The aging process takes place in the company’s original barrelhouses in Chichigalpa, Nicaragua. Built without air-conditioning, electrical ventilation or humidifiers, these original barrelhouses are affected only by the natural climate conditions of the tropics, allowing the rum to slow-age naturally and acquire its amber color and exceptionally smooth taste without using any artificial ingredients or aging accelerants.
“The launch of our ultra-premium Centenario 25 will elevate the value of the brand and attract a wider audience globally,” says Collins. “Once consumers taste it, they will appreciate what Flor de Caña fans have known for more than a century: that thanks to its handcrafted, Slow-Aged™ process, this family-owned Nicaraguan rum is among the finest rums in the world.” Flor de Caña rums are distributed in the United States by William Grant & Sons.