In 2019, Kopparberg flavored made its entry into alcohol business with the release of its pink Strawberry & Lime Gin, which was shortly followed by a Mixed Fruit Gin. In March this year, a passionfruit and orange-gin has been added to Kopparberg’s range.
Kopparberg’s latest product, Cherry Spiced Rum, has been launched in the spiced rum category which is gradually growing day by day, the brand said. Kopparberg hopes to attract the five million consumers drinking rum in the UK, according to the brand.
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 flavor 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 flavor hit, whilst injecting some energy and excitement.”
Kopparberg said its brand appeal will “bring new customers into the category, taking its share of drinkers from the spirit and cola mixed drinks and driving it forward”. The cider producer said it has more drinkers aged between 18-34 than any other beer, wine, and spirit brand, according to Gusto Brand Tracking.
Cherry Spiced Rum has launched at 37.5% ABV. The rum has also been released in a ready-to-drink (RTD) canned format, mixed with cola and bottled at 5% ABV. The release of the rum will be supported by a fully integrated campaign with the tagline ‘We are Different in the Dark’.
Kopparberg Cherry Spiced Rum and Kopparberg Cherry Spiced Rum & Cola RTD were launched in Asda stores across the UK on 22 June. The rum will be priced at Rs1900 (US$25) per 700ml bottle while the RTD cans will be available in a pack of 4x250ml at Rs550 (US$7.40).