Rum Sixty-Six adds two new expressions

03 August, 2017

Rum Sixty-Six has launched two new expressions: Extra Old and Cask Strength, which are aged for six and 12 years respectively.

The newcomers have been added with the aim of increasing the breadth of the range, broadening the brand’s appeal and tapping into increasing premiumisation within the dark rum category.

The Extra Old variant, which is bottled at 40% abv, targets new rum explorers, while the rarer cask Strength edition, bottled at 59% abv, is aimed at rum connoisseurs. The two new variants also introduce Rum Sixty Six’s new design and are available in a 70cl format, priced at £30 for Extra Old and £55 for the Cask Strength.

They will now join the existing 12 year-old Family Reserve variant, which has had a successful run since launch, according to UK distributor Halewood Wine & Spirits.  

The brand itself brings together five generations of distilling history, celebrating the Seale family’s experience in rum-making. The liquid, which is distilled in small batches, is aged and bottled at the historic Foursquare Rum Distillery in Barbados. The process uses a blend of continuous still and copper pot productions.

A spokesperson from Halewood said: “The new Rum Sixty Six range provides a greater breadth of opportunities for Halewood to explore the premium end of the dark rum category.

“Consumers are placing increasing emphasis on provenance and authenticity in their spirit choices, and Rum Sixty-Six, coming from the historic Foursquare Distillery, provides a genuine point-of-difference, whether you are new to the category or looking for the ultimate cask-strength rum.”

Bookmark this

Site Search


The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know