Blavod releases Red Leg rum

25 April, 2012

Blavod Wines & Spirits is introducing its own spiced rum as a replacement for Cockspur, the agency rights to which it lost in October 2010.

Red Leg is a Caribbean rum spiced with vanilla and ginger and will aim to plug a portfolio gap which the publicly-owned company said last year had put a dent in profits.

Marketing manager Kate Alexander said the aim had been to produce a rum which that didn’t trade on clichéd imagery such as pirates.

“It’s more about a fun and laidback attitude which is how people drink rum.

“We tried it in 10 focus groups between London and Scotland against competitor brands and in every one it came out top nine times out of 10, so we know it’s a good product.

“After we lost Cockspur, we thought we’d create our own rum rather than have to go out and find another agency brand.

“Golden and spiced rums are a growing market and we chose a spiced rum because a lot of the growth is among 20-30-year-olds who are moving away from RTDs, but still have a sweet tooth – rum on its own can be a very strong taste.”

Alexander said Red Leg would be seeded in the on-trade and specialist spirits retailers.




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