Ron Botran releases Reserva Blanca rum10th October, 2012 by Becky Paskin
Guatemalan rum producer Ron Botran is to release a new Reserva Blanca variety in selected markets next year as it ramps up its global visibility with a new marketing strategy.
Following a soft launch this week during London Cocktail Week, the new Ron Botran Reserva Blanca will join the family’s existing range of aged rums – Ron Botran Reserva and Ron Botran Solera 1893 – in the US, UK, Germany and travel retail.
Having also been aged using the solera technique, Ron Botran Reserva Blanca has been charcoal filtered to remove the colour but withholds the complex woody and dried fruit notes associated with aged rum.
Ron Botran, a family owned company, claims the new addition helps fill a gap in the market for a quality white rum.
“We are communicating to bartenders to upgrade their experience of white rum with the Reserva Blanca,” said Isabel Botran, director of Botran rum. “We believe our product provides the ultimate cocktail experience, but can also be enjoyed as a sipping rum with a cube of ice. There aren’t many white rums out there that can be drunk in that way.”
While some stocks of Botran Reserva Blanca are available now, the new product is not launching officially until early next year, with a price point described as “mid-range but competitive”.
To coincide with the launch, Botran will be embarking on a targeted marketing campaign to raise awareness of the brand in its key markets, while conducting “heavy sampling” in the on-trade and specialist retailers.
“We’ve been making rum for years but now we have decided to expand, especially in the UK,” added Botran.
The rum will be debuting at Rumfest, a UK consumer rum event, on 13 and 14 October.