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E&J Gallo moves into rum with Shellback launch
By Becky PaskinWine producer E&J Gallo has partnered with the West Indies Rum Distillery (WIRD) to produce its first rum – Shellback.
Shellback rum will launch in 30 states in the USAvailable in Silver and Spiced varieties, Shellback Rum is a premium spirit produced ‘for the modern consumer’, and marks the California-based producer’s first foray into the rum market.
Shellback describes its Silver rum as having a smooth taste with floral overtones and vanilla and tropical fruit notes.
The Spiced rum meanwhile has no added sugar and contains a variety of spices including cinnamon bark oil from Sri Lanka and Ceylon, ginger oil from China and Africa, clove oil from Madagascar and India, nutmeg from Indonesia, cassia from Vietnam and China, vanilla from Madagascar and allspice from the Caribbean. It has been aged in first fill American bourbon barrels giving the finished product a caramel and brown spice finish.
Gerard Thoukis, senior director of marketing, Shellback, said the brand’s launch would fill a gap in the premium rum market with its distinctive taste profile.
“In a category that has grown for 10+ consecutive years, particularly in the premium rum segment, Shellback Rum is poised to establish a defined position within the premium category.
“In partnership with WIRD’s extensive expertise and library of flavors, Shellback Rum delivers the fresh flavors and smooth, clean taste that today’s modern consumer is looking for without the burn or harsh finish.
“Shellback Rum has a distinct profile that we feel is unmatched in the current premium rum space and we are thrilled to be a part of the potential of such an exciting category.”
Gallo currently produces E&J Brandy, as well as New Amsterdam gin and Camarena Tequila, but is actively seeking to expand its spirits portfolio.
Shellback has now been launched across 30 states in the US in 50ml, 200ml, 375ml, 750ml and 1L bottles, with an RRP of US$17 for 750ml.