Black Tears rum boards Viking Line
Island Rum Brands has increased the availability of its Black Tears Dry Spiced Cuban rum in the Nordics by securing a listing with Viking Line.
Viking Line is a prominent ferry and cruise operator in the Baltic Sea, operating five vessels on routes that connect Finland, Sweden, Estonia, and the Åland Islands.
In 2025, the company transported approximately 4.6 million passengers and achieved its highest-ever cargo volumes.
For the new listing, Island Rum Brands partnered with distributor House of Liquids to develop its brand presence in the Nordic travel retail channel.
House of Liquids also focuses on distribution and brand activation in the Swedish domestic market.
Fredrik Borin, partner and travel retail director at House of Liquids, said: “We’re very excited to see Viking Line bring Black Tears Dry Spiced rum into its assortment. The continued growth of the premium rum category, combined with Black Tears’ strong development in the Finnish market, gives us great confidence that the brand will be a successful addition to Viking Line’s assortment.
“With Viking Line’s strong focus on rum experiences and extensive on-board selection, this feels like a very natural partnership.”
Helena Zakmane, the international commercial and marketing director of Island Rum Brands, added: “Our company has strong Nordic roots, with some of the founders being Norwegian and Swedish; therefore, each success of Black Tears and La Progresiva rums in the region feels like a personal win.
“Nordic travel retail is an important channel of entry into these restricted markets, allowing consumers to try new products. I am sure Viking Line will play a major role in Black Tears’ development, alongside other travel retail touchpoints, such as Gebr Heinemann-operated Oslo Airport stores, where Black Tears is showing tremendous results.”
Earlier this year, Black Tears launched a 26-part digital series that challenged participants to travel across Cuba using bottles of rum as currency.
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