Emporia adds St Lucian rum

Emporia Brands has launched Chairman’s Reserve St Lucian rum in the UK and is planning to back the brand with advertising on the London underground and in style magazines throughout 2009.

Ads have already been appearing for the golden rum brand which is aiming to make inroads into one of the fastest growing drinks categories in the UK.

Nielsen figures for the year to Oct 4 show take-home golden rum sales ahead by 26%, to £23 million, against a total spirits market at +7%.

Chairman’s Reserve is a blend of double-distilled pot and column still rums, produced by St Lucia Distillers.

The rum has an abv of 40% and retails at around £16.95.