Premium Indian dark rum brand Wild Tiger has made its debut into the cruise channel as part of a Birka Cruises on-board rum festival in the Nordics.
Wild Tiger founder Gautom Menon (second left) with Ian Burrell at the Birka Cruise rum festival
Birka Cruises, operated by Eckerö Group, hosted 15 rum labels over the three-day tasting and seminars event, which attracted more than 800 rum fans.
Rum experts, including Ian Burrell led consumers through a number of educational sessions, including ‘Rum Romance’ and ‘The Fine Art and Fun of Drinking Rum’.
Wild Tiger rum, which was developed by Indian drinks entrepreneur Gautom Menon, is represented in the Nordics by Herida Brands.
“The event was organised flawlessly and we couldn’t be happier with the response to our rum from the predominantly Swedish and Finnish cruisers!” said Menon.
“Not only did they love the taste but were also intrigued by a rum from India. We sold in excess of 55 bottles in a matter of hours, the Tiger literally roared across the seas!”
He continued: “It’s truly satisfying to know that Wild Tiger is now retailed on land, air and water. It’s only fitting that the original drink of the pirates is now available at sea. After all Tigers are great swimmers too.”
Wild Tiger picked up an on-board listing with Tiger Air last year and is also currently available in airports in India and Fiji. Menon says there are more listings in the pipeline, with a particular focus on the Nordic Cruises, Caribbean and Latin America.
“We are going to focus our efforts more on the cruise line channel as we find cruise passengers have more dwell time and space is not a constraint as it is in most airlines and airports,” he added.
“For a new, disruptive and wild brand as ours it’s important we get the message across in a experiential and edutaining format.”
Wild Tiger is produced in Kerala, Southern India, from a blend of molasses and cane juice for “enticing aromatic notes and depth of flavour”. The brand is presented in a striped bottle, with each design distinct in the same way as each tiger carries individual markings.
As part of the brand’s CSR strategy, 10% of its profits are donated to tiger conservation projects in South India via Wild Tiger Foundation.