Drinks brand Kopparberg has entered the rum market for the first time with the launch of its new Cherry Spiced Rum. The new product which is available in 70cl bottle and an RTD – Kopparberg Cherry Spiced Rum & Cola RTD. The rum has an ABV of 37.5% ABV, is vegan friendly and Gluten-Free.
It’s the second new product in as many weeks for Kopparberg, following as it does, hard on the heels of Kopparberg Hard Seltzer.
The new Kopparberg Cherry Spiced Rum, has been inspired, says the company by “animals that come alive at night in the dark Swedish forests surrounding the town of Kopparberg.”
Last year the Swedish company, originally best known for its Kopparberg cider, entered the gin market to critical acclaim receiving the accolade of the most successful BWS launch of 2019** with its fruit-flavoured gin range, no doubt the company is hoping for similar success with its rum.
The decision to introduce a rum to the Kopparberg range comes as the interest in Spiced Rum grows in both the Off Trade*** and On Trade**** and with the number of rum drinkers in the UK currently at 5 million and growing, Kopparberg’s brand appeal aims to bring new customers into the category, taking its share of drinkers from spirit and cola mixed drinks and driving it forward, with more drinkers aged 18-34 than any other BWS brand* and their expertise in premium fruit refreshment.
Rob Salvesen, Head of Marketing for Kopparberg said, “The launch of Kopparberg Cherry Spiced Rum shows our commitment to diversifying our product portfolio, offering consumers the bold fruit flavour they’ve come to expect from Kopparberg but in new categories where we can credibly add value and a point of difference. Cherry Spiced Rum is a particularly exciting addition to our current range, allowing us to show the darker side of our spirit and shake up a category that is screaming out for a big brand name that can offer a full fruit flavour hit, whilst injecting some energy and excitement. Wherever we spend the summer, Kopparberg Cherry Spiced Rum is here to offer something big, bold and flavourful, to be enjoyed with friends as the tempo picks up and the darkness kicks in.”
The perfect serve suggestion is 50ml of Kopparberg Cherry Spiced Rum over ice in a tall glass, with cola mixer of choice, and a lime wedge to garnish. In the coming weeks, Kopparberg is releasing further cocktail and recipe suggestions in line with the recent spike in at-home cocktail making, including a Mojito and a Rum Punch, so keep an eye on the @KopparbergUK social channels for more inspiration.
Kopparberg will launch their new rum to market this month with a fully-integrated campaign, which leads with the line ‘We Are Different in the Dark’. http://www.kopparberg.co.uk
*According to Gusto Brand Tracking, August 2019 **Kantar RSV MAT 52 weeks 29/12/2019 ***IRI All Outlets GB 52 Week 12 Oct 2019 ****CGA OPM 52wk/e 05/10/2019
