By James Atkinson

Vok Beverages' Bearded Lady bourbon will stand out from the category's other players, the company said, while it has also claimed an Australian first with its new spiced rum RTD.

Outlining Vok's plans for the next 12 months, marketing manager Chris Illman told TheShout that Bearded Lady's unique branding as 'The Bourbon of Strength' should resonate with consumers who "don't need another Jack, Jim or Wild Turkey".

Illman said Bearded Lady's high rye content of 25 per cent gives a mellower flavour than the other bourbons on the market.

Vok will launch Bearded Lady in two RTD formats; a 6.5 per cent as well as an 8.0 per cent ABV 375ml can, both mixed with quality cola. It will also be released as a 700ml full strength bottle.

Rebellion Bay Spiced Rum, meanwhile, fills the gap left by Captain Morgan.

As well as being available in a full strength bottle, Vok claims Rebellion is Australia's first spiced rum released in a RTD format.

The RTD is available in two different ABV strengths; 4.8 per cent and a 6.5 per cent, both mixed with cola.

Brand manager Tamara Kent said Vok conducted extensive market research into the rum category, concluding that consumers were ready to embrace a Spiced Rum RTD.

"Our packaging has a maritime feel that the rum consumer will associate with," she added.

Illman said Vok had already received a fantastic response from its customers to the new products.

The Shout Team

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

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