With consumers keen to try new premium spirits and the rum category gaining premium momentum as understanding around age statements, origin and other variants grows, Proof Drinks Australia is looking to capitalise on these factors with the launch of three new premium rums.

CUT RUM, Cihuatán Rum and Aluna Coconut Rum are new offerings that have either just landed or will be on Australian shelves in the coming months.

CUT RUM, is a spiced rum launching this month, and uses vanilla and peppercorns from Madagascar, alongside coriander seed, cinnamon and aniseed from South India, and nutmeg from the West Indies.

Aluna Coconut arrives next month and offers coconut rum with a fraction of the sugar content compared to similar rums on the market. Using a blend of rums from Guatemala and the Caribbean, Aluna Coconut delivers an authentic, fresh taste and smooth finish.

Cihuatán Rum is already available and has a portfolio of small-batch products with a premium tasting palette.

Drew Doty, Managing Director of Proof Drinks, said: “Rum was one of the first spirit categories that I had the pleasure of working with in my career, and it has remained a passion of mine ever since, so it’s great to see consumer interest for rum continuing to increase. We’ve certainly come a long way since the standard rum and coke was the choice of drink for consumers in this arena. Now, we’re seeing premiumisation of rum across the board, with exotic variants constantly being created.

“There’s so much heritage and authenticity to rum, which is a main value that consumers look for these days. The concept of years of rich culture and tradition bottled up to create a premium drink, makes the tasting experience so much more fun and adventurous for those who like rum, or are seeking something new.”

He added: “Proof Drinks Australia is dedicated to ensuring a balanced rum portfolio for Australian consumers, and aspires to continue to bring premium options to market.”

For more information on the new rums, contact your local Proof Drinks Australia representative.

Andy Young

Andy joined Intermedia as Editor of TheShout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both TheShout and Bars and Clubs.

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