El Supremo Rum sets eyes on UK on-trade
Paraguayan rum brand El Supremo is expanding its presence in the UK on-trade this summer with a series of activations and new listings throughout London.
El Supremo made its UK debut in March.
For its first summer in the UK, the brand’s London-focused on-trade programme includes dedicated World Cup-themed events, partnerships with leading luxury hotels, and branded summer terrace experiences to introduce El Supremo’s distinctive Paraguayan rum to a broader audience.
Filippo Maria Olivi, CEO of El Supremo Rum, said: “This is our first summer in the UK, and we are thrilled with the range of exciting activations planned, which will help put El Supremo Rum firmly on the map.
“The growing list of on-trade accounts reflects increasing interest in distinctive rum brands that offer both quality credentials and strong provenance.”
Until 19 July, Barnaby’s in West Kensington will host a dedicated World Cup event celebrating Paraguay’s match nights.
The El Supremo Match Night Special will feature the brand’s three signature cocktails: Miel de Caña Daiquiri, Sugarcane Spritz, and Barnaby’s Jungle Old Fashioned, priced at two serves for £13 (US$17).
Additionally, Barnaby’s will introduce a special Mojito to coincide with Paraguay’s World Cup fixtures. Since the matches will take place overnight in the UK, the event will run on the evening before each game.
El Supremo has also secured a new listing for the Imperial Lantern cocktail at the iconic China Tang at The Dorchester in Mayfair. The bespoke cocktail is priced at £24 (US$32).
At Novotel Wembley, the rum brand will debut its outdoor activation at the summer terrace lounge. This will feature a branded terrace along with a special selection of cocktails.
El Supremo cocktails will be served on the hotel’s outdoor terrace during major event nights at the nearby Wembley Stadium. On other days, the cocktails will also be available at the hotel’s main lobby bar.
The Paraguayan brand is also set to unveil the Supremo Terrace Lounge at PocketSquare Skyline Bar and Terrace, described as one of the brand’s most significant visibility initiatives for the season.
In the wider on-trade, El Supremo has recently secured listings with venues including Arts Theatre Club, Sophie’s, The Parakeet, Hyatt City East, and Mercure Hotels.
“We are seeing a significant uplift in demand for our premium rum since our launch,” Olivi added. “El Supremo remains focused on building awareness of Paraguayan miel de caña rum within the UK market through strategic partnerships, premium cocktail programmes and immersive hospitality experiences.”
Outside the UK, El Supremo is expanding its presence in Europe through a distribution partnership with Ads Group in Belgium and Luxembourg.
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