Pusser’s Rum lowers abv to attract navy

Pusser’s Navy Rum is widening its portfolio to appeal to a larger audience with new packaging and the launch of two new variants: Pusser’s New Blue and Pusser’s Spiced.

Pusser’s Rum has lowered the abv of its Blue Label and launched a Spiced expression to attract the navy and a younger audience

In an effort to regain distribution with naval bases and mess bars, Pusser’s has lowered the abv of its flagship blue rum to 40% – the maximum strength allowed in military bases.

The new 40% abv expression, which contains the same blend of rums as its 54.5% predecessor, will be rolled out this summer at a new, lower RRP of £20. The US and US Virgin Islands will continue to get the Pusser’s Blue Label 42% abv rum.

The original Pusser’s Blue 54.4% will be rebranded as Pusser’s Gunpowder Proof in new black and gold packaging.

Pusser’s Spiced Rum

Simultaneously, the brand will also launch Pusser’s Spiced, a 35% abv blend of rums steeped in ginger, citrus, vanilla, cinnamon, anise and other spices for seven days.

George Freegard, international brand manager for sales and procurement at Pusser’s, said: “With the launch of Pusser’s Spiced, we hope to attract a younger audience with the rum’s unique ginger qualities.”

Pusser’s Spiced will be launched in the UK this summer before a global roll out to markets including France and Singapore.

Pusser’s also produces a 75% abv Overproof Green label especially for the German market that is used as a float for cocktails.