Aluna Rum lands in Romania
Export partner Charter Brands has appointed Negroni Trading as the exclusive distributor of Aluna Rum in Romania.
Negroni Trading will introduce Aluna Rum to the Romanian market for the first time, targeting both on- and off-trade channels.
According to Negroni Trading, this dual-channel strategy enhances Aluna Rum’s potential to achieve strong visibility and sales throughout Romania.
Anieka Wucherpfennig, junior account manager at Charter Brands, commented: “We’re proud to announce our partnership with Negroni Trading as the exclusive distributor of Aluna Rum in Romania. Their deep understanding of the premium spirits market and strong distribution network make them an ideal partner to grow the Aluna brand in this exciting and evolving market.
“Aluna Rum offers a fresh take on flavoured rum – lower in sugar, naturally crafted, and designed for a new generation of conscious consumers. We’re confident that with Negroni Trading’s expertise and passion for distinctive, high-quality products, Aluna Rum will find a strong following among Romania’s curious and discerning spirits lovers.”
The launch in Romania will focus on the Aluna Coconut Rum SKU, which is designed to appeal to both cocktail enthusiasts and premium spirits consumers.
Vadym Tselukh, owner of Negroni Trading, said: “We are proud to welcome Aluna Coconut Rum into the Negroni Trading portfolio. Our mission has always been to bring distinctive and premium spirits to the Romanian market, and Aluna represents an ideal fit with its natural flavour profile, reduced sugar content, and modern positioning.
As the country’s cocktail culture evolves and the demand for refined rums increases, Aluna Rum is said to be poised to succeed in Romania with the support of its new distributor.
Tselukh explained: “Romania’s spirits and cocktail culture are evolving rapidly, with consumers increasingly open to new experiences and more mindful choices. We believe Aluna offers strong potential across both the on-trade and off-trade, appealing to bartenders seeking versatile ingredients as well as to consumers looking for authentic brands with a story to tell.
“Partnering with Charter Brands gives us the confidence that Aluna will resonate and thrive in our market. Together, we aim to build lasting awareness and establish Aluna as a reference point in the flavoured rum category in Romania.”
Earlier this year, the rum brand made its debut in Poland in partnership with Unique Spirits.
Aluna joined Charter Brands’ portfolio in August 2024. Other brands distributed by the company include Australian spirits brand 80 Proof, Camarena Tequila, Langley’s Gin and El Tequileño Tequila.
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