Reserva, the three-year-old aged rum (or Anejo Especial in Spanish), is targeted at the premium dark-spirit drinker between 30 and 40 years, who is married, does not frequent pubs and discos and prefers a quieter ambience.AC Nielsen's survey amongst consumers with similar profiles, showed that an overwhelming 70 per cent preferred the drink with soda and appreciated the taste of the brand.

On the other hand, Carta Blanca from the Bacardi stable, launched in early 1998, was aimed at the younger generation, who commonly frequent pubs and discos with friends and prefer live music.

Mahesh Madhavan, general manager, marketing, Bacardi-Martini India Ltd, hinted that the promos for Reserva promise to be different, given the audience profile, taste and preferences. ``Reserva is being targeted at the more mature consumer, who loves to watch news, movies and infotainment channels like National Geographic and Discovery, unlike Carta Blanca, that is more skewed to the music channels,'' said Madhavan.

Bacardi-Martini is planning to bring some of the western classic films to the country to match the taste and profile of the Reserva drinker, who is an executive and a family-man. Western music which goes with the taste of the target audience might also be sponsored in future, says Madhavan. Live music shows like the live Latin American dance Salsa-which followed the Reserva launch in all cities, is also on the agenda.

Earlier, Bacardi had organised 2,000 promotions in the first quarter of the current year, including the joint World Cup promotions with consumer electronics companies LG and Philips.

Enthused by the response to Carta Blanca in the first year the company claims to have cornered 10 per cent of the market-the company is also planning to introduce a number of other brands from its portfolio, once the market is thrown open for imported brands. These include in Bacardi-5, Lemon, Spice and Bacardi 151, all of which are priced in the US $12 to $20 spectrum.