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Charter Brands named Aluna’s export partner

06 August 2024 By Miona Madsen

Distributor Charter Brands has been appointed Aluna Rum’s global export partner as the brand seeks global growth.

Aluna Rum’s four expressions – Coconut rum, Cold Brew Coffee liqueur, Peach & Pomelo liqueur, and the recently launched Aluna Tropica – have joined Charter Brands’ spirits portfolio on the global market.

“We are delighted to welcome Aluna Rum into the Charter Brands portfolio. We see great potential for the brand, and with consumers still looking to trade up and drink quality, distributors are buying into the idea and incorporating quality coconut rum into their offerings,” said Matt Ashton-Melia, managing director at Charter Brands.

“With Tropica now also launching, we are bringing something truly unique to the market. We also have very exciting plans in the pipeline for the brand, which we feel will enable Aluna to establish itself on the global stage.

“I have been speaking with both Heather [Graham] and Guy [Ritchie, Aluna’s co-founders] for some time now, and they both bring a wealth of experience to the table and have been a pleasure to work with. Together, we have very high hopes for what can be achieved in the not-too-distant future.”

A member of the 1% for the Planet initiative, Aluna prides itself on producing spirits with ‘less sugar and ethically sourced ingredients’.

Heather Graham, co-founder of Aluna Rum, commented on the partnership: “Charter Brands has a well-connected and tenacious team who are already landing us distributors in new markets, and we are seeing some very exciting new opportunities open up for Aluna. With new products such as Aluna Tropica coming into the range and a clear focus on where we want to grow our presence, we are very upbeat about this partnership and the brand’s international prospects.”

Earlier this year, Charter Brands partnered with El Bandarra apéritif and expanded the global distribution of brands including Langley’s Gin, El Tequileño Tequila, and Agitator whisky.