Kopparberg enhances spirits arm with Cherry Spiced Rum
Kopparberg has extended into the rum category, following the success of its first foray into spirits last year with the launch of a fruit-flavoured gin range.
The new Cherry Spiced Rum is infused with “a bold cherry flavour” and inspired by the animals that come alive at night in the dark Swedish forests surrounding the town of Kopparberg.
Kopparberg Cherry Spiced Rum will launch in Asda stores nationwide this month, in 70cl bottles at 37.5% abv. Asda will also stock RTD 25cl cans of the rum mixed with Cola, at 5% abv.
The decision to launch a rum comes as the interest in Spiced Rum grows in both the off and on-trades. The producer said it is looking to bring new customers into the category via its existing brand appeal, and in particular it expects to attract drinkers aged 18 to 34 years-old.
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.”
Kopparberg will launch its new rum to market this month with a marketing campaign, which leads with the line “We Are Different in the Dark”
Kopparberg Cherry Spiced Rum will be price £20 and £18 on promotion for a 70cl bottle.
Cherry Spiced Rum & Cola RTD cans will be price £6 (for four 25cl cans) and £5 on promotions.
Last year the producer launched two gins (Strawberry & Lime and Mixed Fruit) in 70cl bottles and RTD cans, and this year it added a Passionfruit & Orange variant to the collection.