UK-based spirits producer Alderman’s Drinks is looking to capitalise on growth in the rum category with the launch of new brand Arlu Rum.
The collection is imported from the Demerara Diamond Distillery in Guyana and blended with natural flavours and spices in Manchester.
Three 40% ABV flavours are available: organic spiced, passionfruit and mango, and blood orange.
Alderman’s Drinks, which was founded in 2017 by Mark Smallwood and Liam Manton, also owns gin brand Didsbury Gin.
Manton said: “We can’t contain our excitement any longer. Arlu Rum, our second brand under Alderman’s Drinks, has landed. Consumers and connoisseurs are constantly looking for innovation, more so than ever in the rum category as the ‘rumaissance’ shows no signs of slowing down, and this range of beauties won’t disappoint.”
Each variant has an ABV of 40% and is available for £23.
According to figures from the Wine and Spirit Trade Association (WSTA), sales of rum in the UK surpassed £1 billion in 2018 after almost 35 million bottles were sold.
“British consumers’ willingness to explore new drink experiences helped with the initial gin boom, and we are starting to see some segments of the rum category benefit from a similar impact,” said WSTA chief executive, Miles Beale.
“It’s hard to make a case for anything other than 2019 as another year of gin, but maybe in 2020 we will see rum pulling out all the punches as spirits’ new rising star.”
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