Beam wades into horchata with Cruzan Velvet Cinn

Beam Inc is attempting to grab a hold of the lucrative horchata market in the US with the launch of Cruzan Velvet Cinn.

Cruzan Velvet Cinn is Beam’s first foray into the “lucrative” horchata market

The Illinois-based drinks group has combined its Cruzan Rum brand with horchata – a milky drink originating from south America often made from ground rice, seeds or almonds – with cinnamon flavours.

Described as tasting of cinnamon toast, Cruzan Velvet Cinn is designed to fill a gap in the market for a premium cream rum liqueur, as well as take advantage of the growing horchata category, which is popular with the US’ large Hispanic population.

“As rum horchatas gain in popularity and presence, Cruzan Rum saw the opportunity in the marketplace to develop a premium rum horchata option,” said Nabil Wanna, senior brand manager of rum at Beam Inc. “(Cruzan Velvet Cinn) fits right in with our expansion of flavours and provides rum horchata lovers with a high-quality alternative.”

Cruzan Velvet Cinn is now available across the US at a RRP of US$19.99 for a 750ml bottle.

In a recent survey by Technomic, separate horchata brand RumChata was deemed as the fastest-growing spirit brand in the States in 2012, shifting 365,000 nine-litre cases at a growth rate of 470.3% during the year.

Brand owner Agave Loco Brands puts RumChata’s success in an otherwise stagnant category down to its “contemporary and luxurious feel”.