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19 Crimes enters spirits category with new spiced rum

Global wine brand 19 Crimes is entering the spirits category with the launch of its new spiced rum, now available in the UK. The 37.5% ABV 19 Crimes Spiced Rum contains tropical fruit flavours with aromas of mango and pineapple, combined with notes of caramel, molasses and vanilla. The flavour is sweet with upfront toffee, exotic fruit notes and a hint of cocoa. Notes of oak and sugarcane molasses round out the body with typical rum notes, finishing with a “long fruity finish” and hints of vanilla and spice. The Treasury Wine Estates-owned brand said that the launch aims to recruit new and younger consumers into the rum category. Its labelling has been designed in partnership with Tactic Studio, using augmented reality technology to bring to life the image of Mary Bryant, one of Australia’s most infamous convicts. Russell Kirkham, head of regional marketing EMEA at Treasury Premium Brands, commented: “19 Crimes is known for being a daring and rebellious brand that breaks the rules. After experimenting with barrel-aged wines with our 19 Crimes Uprising range, we wanted to push the boundaries even further – taking a bold leap and creating a 19 Crimes Spiced Rum was the next natural step for us as a brand.” 19 Crimes Spiced Rum is available at Tesco stores across the UK, with an RRP of £28 for 70cl.

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