The owner of tequila brand Xilli, Woodland Radicle Brands, has acquired the Caribbean rum brand Cockspur for an undisclosed sum.
Produced in Barbados, Cockspur Rum’s portfolio includes traditional rum, a ready-to-drink rum punch, and a line of rum ‘Splashes’ that can be mixed in cocktails.
Woodland Radicle has vowed to update Cockspur Rum’s packaging and introduce new and unique blends, as it aims to reignite consumer interest. It also said that production of the brand would remain in Barbados.
Steve Wilson, co-founder and CEO of Woodland Radicle, said: “Our strategy is to raise the profile of Cockspur, our strategy is focused on growth. That is why we emphasise our intention will be to return Cockspur to greatness in Barbados as well as expand exports into more markets.”
Wilson is a veteran of the drinks industry with 15 years’ experience as global head of innovation for Diageo, during which time he was closely associated with major brands including Bailey’s, Malibu and Ciroc Vodka.
The major change as a result of the sale of the Cockspur brand will be in administration and marketing. Cockspur’s headquarters will now be at Woodland Radicle’s corporate base in St George, Barbados. From there, a network of distributors will aggressively market the brand globally, while Hanschell Inniss will continue to distribute the brand locally.
Woodland Radicle, which also owns the J&R brand of rum, is primarily a seed and nurture company that identifies brands with potential and helps them realise that potential. Though Wilson declined to say how much Woodland Radicle paid for Cockspur, he stressed they are satisfied that they have a winning brand.
Indeed, the Woodland Radicle chief projects that rebuilding the Cockspur brand and taking it global would help them achieve their quest to become the number one brand building company in the beverage and alcohol industry within the next five years.
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