By James Atkinson

Stolen Rum, the New Zealand spirits brand, will now be distributed in Australia by the Beam Australia and Coca-Cola Amatil partnership.

Stolen Rum, which has recorded strong growth since launching in 2010, has an existing distribution partnership with Beam in New Zealand.

Beam Oceania managing director Steve Inch said the new Australian partnership will be mutually beneficial for all parties.

"Since Stolen Rum partnered with our team in New Zealand we have been keeping a close eye on its impressive performance and feel like it's already part of the family," he said.

"Adding a premium rum brand to our portfolio is a strategic move for Beam and for our strong partnership with CCA."

In the past 12 months, Stolen Rum has been strategically seeded into key bars across Australia through a short-term strategic partnership with Vanguard Luxury Brands. 

This seeding included a highly successful on-premise campaign, where trans-Tasman travelling fans of the product were asked to carry bottles of the un-aged overproof rum Stolen SX9 (which cannot legally be sold in Australia), from its Kiwi home to bars in Sydney, Melbourne, Perth and Brisbane.

"This was always a short-term agreement and we're pleased to have worked with such a vibrant new brand and wish the Stolen team every success," said James France of Vanguard.

The new Stolen Spiced variant, an innovative and world first product infusing fine Caribbean rum with roasted coffee beans and tobacco flavour, will play a key role in the strategy for the brand.

"We're aiming to not only be the fastest growing rum brand in the world, but to be innovative and create one of the most loyal fan bases," said Jamie Duff, Stolen Rum CEO.

"Our spiced rum is part of a new wave of rum, it's edgy and we think it's what consumers want."

All three Stolen Rum products are currently available for RRP $42.99.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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