Kopparberg moves into rumBy Nicola Carruthers
Swedish cider producer Kopparberg has entered the rum category with the launch of a cherry-flavoured spiced variant.
In 2019, Kopparberg made its first foray into spirits with the release of its pink Strawberry & Lime Gin, which was shortly followed by a Mixed Fruit Gin. In March this year, a passionfruit and orange-flavoured gin was added to Kopparberg’s range.
Kopparberg’s latest product, Cherry Spiced Rum, comes as the interest in the spiced rum category grows in both the on- and off-trade, the brand said. Kopparberg hopes to attract the five million consumers drinking rum in the UK, according to the brand.
Rob Salvesen, head of marketing for Kopparberg, said: “The launch of Kopparberg Cherry Spiced Rum shows our commitment to diversifying our product portfolio, offering consumers the bold fruit flavour they’ve come to expect from Kopparberg but in new categories where we can credibly add value and a point of difference.
“Cherry Spiced Rum is a particularly exciting addition to our current range, allowing us to show the darker side of our spirit and shake up a category that is screaming out for a big brand name that can offer a full fruit flavour hit, whilst injecting some energy and excitement.”
Kopparberg said its brand appeal will “bring new customers into the category, taking its share of drinkers from spirit and cola mixed drinks and driving it forward”. The cider producer said it has more drinkers aged between 18-34 than any other beer, wine and spirit brand, according to Gusto Brand Tracking.
The new Cherry Spiced Rum (37.5% ABV) is said to be inspired by the animals that come alive at night in the dark forests surrounding the town of Kopparberg.
The rum has also been released in a ready-to-drink (RTD) canned format, mixed with cola and bottled at 5% ABV.
The release of the rum will be supported by a fully integrated campaign with the tagline ‘We are Different in the Dark’.
Cherry Spiced Rum is recommended served over ice with cola and a lime wedge. Kopparberg also aims to tap into the at-home cocktail-making trend and will provide recipe suggestions across social media.
Kopparberg Cherry Spiced Rum and Kopparberg Cherry Spiced Rum & Cola RTD will launch in Asda stores across the UK from 22 June. The rum will be priced at RRP £20 (US$25) per 700ml bottle and on promotion for £18 (US$22), while the RTD cans will be available in a pack of 4x250ml at RRP £6 (US$7.40) and £5 (US$6.20) on promotion.