First UK campaign for Koko Kanu coconut rum

J Wray & Nephew has unveiled its first major consumer campaign for its premium Jamaican coconut rum, Koko Kanu.

J Wray & Nephew has revealed the first major campaign for Koko Kanu coconut rum

The campaign comes following Koko Kanu’s on-trade popularity and will see the UK’s only full strength coconut rum extend its focus as it strives to secure listings nationally in the grocery and convenience channels.

“This is a very exciting time for Koko Kanu as we start to reach out to the trade and get consumers experimenting with the liquid,” commented Pietro Mattioni, managing director at J Wray & Nephew. “While we are building Koko Kanu as a must-stock in bars for cocktails, we are working hard to secure additional accounts to boost visibility and awareness to support the work we are doing to grow the brand in the off-trade.”

Various consumer sampling events and brand tie-ups will take place throughout 2014, combined with PR, social media programmes and consumer media partnerships to drive the brand’s wider profile. Specially designed summer and Christmas serves will also be launched to entice new consumers to sample the brand.

“Flavoured rum continues to outshine the total category, driving growth and experimentation and we feel now is the ideal time to capitalise on the opportunity and create a platform for Koko Kanu to thrive,” added Mattioni.

“Activity on Koko Kanu will communicate the brand’s heritage and credentials, engaging directly with consumers and enduring the bartenders’ choice now also becomes the consumer choice.”

Koko Kanu is bottled at 37.5% abv and carries an RRP of £19.99. It is currently available in Browns and All Bar One venues, Amazon, Selfridges, The Whisky Exchange, The Drinks Shop, Majestic Wine, The Whisky Club and Drinks Direct.