By James Atkinson
Vok Beverages this week relaunched Beenleigh Rum after acquiring both the brand and Queensland distillery last year.
Beenleigh Distillery in Brisbane's south claims to be Australia's oldest registered distillery, but the facility lay dormant for several years prior to Vok purchasing it from Lion in July 2012.
"This is a very exciting acquisition for Vok as full ownership of the production, brand and sales now lies within the one company," Beenleigh brand manager Alice Hemming told TheShout.
She said the new-look Beenleigh features improved premium liquid, as well as sophisticated new packaging.
"The varieties in the premium spirit's portfolio include Dark 5 Year Old Rum, White and Beenleigh Honey, which are ideal sipping style rums, smooth enough to be enjoyed neat on the rocks, as a mixer or as a key ingredient to your favourite cocktail," Hemming said.
Beenleigh Honey, which uses Ligurian honey from Cliffords Farm on Kangaroo Island in the blend, is Australia's first honey-infused rum to hit the market.
Beenleigh Distillery general manager John Mulraney (pictured) said Beenleigh's flavour profile differs greatly in style to that of Australia's number one rum brand, the Diageo-owned Bundaberg.
"Bundy is a continuous still rum and Beenleigh is a pot distilled rum. This method of production tends to produce a heavier style than continuous still rums," he said.
"Bundy is a light spirit style with earthy notes and a spirit finish, which is mostly harsh. Beenleigh on the other hand is a fuller heavy style with plum/dried fruit nose with a full mouth feel and vanilla overtones which linger on the palate."
Together with the new rum, Vok has produced the Beenleigh Book of Legends, which provides background on Beenleigh, its production methodology, tasting notes and a range of cocktail recipes.
Vok Beverages group marketing manager Chris Illman said 2013 promises to be an exciting year for Beenleigh Rum.
"We look forward to reinforcing its position as Australia's leading premium rum and highlighting its versatility, quality and heritage in Australia," he said.