Beam wades into horchata with Cruzan Velvet Cinn

5th August, 2013 by Becky Paskin

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-Horchata

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”.

Comments are closed.

If that's interesting, how about these?

Distell and Stock Spirits ink UK distribution deal

Central and Eastern European producer Stock Spirits has expanded its more...

Jack Daniel's rolls out Southern Peach RTD

Jack Daniel’s has partnered with R&B singer K Michelle to introduce a new more...

Cognac Frapin unveils new look for VSOP

Cognac house Frapin has debuted a new look for its VSOP expression, revealed at more...

Baijiu category beats whisky on value

The global baijiu category has overtaken whisky to become the most valuable more...

KAH sculptor testifies against founder in Crystal Head case

The sculptor who created KAH Tequila's skull-shaped bottle has testified that more...

Captain Morgan rum launches coconut shot

Diageo-owned Captain Morgan is aiming to enhance its presence in the shots more...

Cîroc adds Summer Colada flavour to line

Diageo has expanded its Cîroc Vodka line with the launch of a limited edition more...

Fever-Tree celebrates 'exceptional' FY results

Premium tonic and mixer brand Fever-Tree has hailed an "exceptional year of more...

Rémy Martin unveils XO Cannes release

Cannes Film Festival's official supplier Rémy Martin has unveiled its annual more...

Rum's renaissance 'a complex picture of growth'

Rum might be the last spirit category to truly go premium, but there’s more...

Emperador profits rise 11% in 2016

Philippines-based drinks group Emperador recorded a net income of PHP 7.7 more...

Au Vodka sets sail in travel retail

British brand Au Vodka is readying to launch in the travel retail channel after more...

Turin Vermouth and Caporale host Singapore masterclass

Noted bartender Simone Caporale has led a Turin Vermouth trade masterclass at more...

Wild Island Gin ups production as demand surges

Colonsay Beverages is to ramp up production of Wild Island Botanic Gin, a more...

Cotswolds Distillery raises £1.5m for expansion

The Cotswolds Distillery's latest equity drive has raised more than £1.5 more...

Sidney Frank rebrands as Mast-Jägermeister US

Sidney Frank Importing Company has changed its name to Mast-Jägermeister US more...

Berry Bros relaunches Glenrothes Vintage 1995

Berry Bros & Rudd has relaunched The Glenrothes Vintage 1995, which was the more...

Jim Beam intros cocktail experience

Jim Beam has upped its Bourbon tastings with the launch of a Tableside Cocktail more...

Burleighs launches Leicester Dry Gin

UK gin producer Burleighs is set to launch a new variant in homage to the city more...

Danzka The Spirit gets AsPac roll-out

Waldemar Behn will showcase super-premium vodka Danzka The Spirit at the more...