Bacardí Spiced rum hits shelves this fall, backed by a sports-themed media campaign.

This is aged rum blended with natural flavors. Originally launched in 2011 as Oakheart, Bacardí Spiced debuts with a refreshed look — but the same liquid as Oakheart.

“As the leader in the rum category with more than 158 years in the business, Bacardí is ready to re-stake its claim in the spiced rum segment,” says Lisa Pfenning, VP, Bacardí for North America. “Consumers consistently turn to Bacardí for the latest in rum trends, and the spiced segment is no different. We’ve watched this category closely in recent years and see it as a massive opportunity for the brand, so we’re very excited for consumers to trade up the competition for Bacardí Spiced.” AdvertisementThe Rolls-Royce New Ghost Launch film

This rum ages in American oak barrels to impart a hint of smokiness, the company says, before a blend of charcoals and then a finish by adding in a mix of spices. Aided by the oak barrels, the rum delivers an essence of bourbon or brandy with notes of vanilla, almond and fruitiness, the company adds.

In support of this launch, Bacardí will launch on a sports media partnership across various platforms this fall. To engage football fans, Bacardí Spiced will take part in DraftKings’ new free-to-play NFL Pick’Em competition, spanning week 1 through 17 of the regular season. Additionally, the rum will sponsor DraftKings’ “Performance of the Week,” a social highlight at the sports betting company. On audio, Bacardí Spiced will go live with Spotify, with curated host reads on The Bill Simmons Podcast, The Ryen Russillo Podcast and The NFL Show.

Bacardí Spiced is available nationwide for a suggested retail price of $12.99 per 750-ml. bottle.