Mangrove launches Jamaican rum collection into UK market
Mangrove Global has introduced a new rum brand, designed to “disrupt the UK rum category”.
The UK spirits specialist has launched JAH45, which is a range of rums inspired by Jamaica’s music scene, specifically the sound system era of the 1950s and 1960s. JAH45 is slang for Jamaica (JAH) and ‘45’ references the 45RPM record speed.
The brand will initially launch with five variants: JAH45 18ct Gold; JAH45 Silver; JAH45 Dark; JAH45 Spiced and JAH Overproof at 63% abv. The rums are of pure Jamaican provenance, blends of aged pot and column sill rum from famous Jamaican distilleries.
The Dark and Gold variants (rsp: £19.99) are blends of three year-old pot still rum with unaged column still rums. Spiced (rsp: £21.99) is again an aged three year-old rum that has been macerated for 48 hours with vanilla, cinnamon, citrus and a dash of pimento. Silver (rsp: £19.99), is an unaged pot column still medium bodied white rum. And White Overproof (rsp: £26.99) is a blend of unaged pot and column still medium bodied white rum, cut at 63% bottling strength.
The rums will be available for specialist independent drinks stores, multiple retailers and some on-trade accounts.
Nick Gillett, managing director of Mangrove Global, said: “I am delighted to welcome the JAH45 range into the Mangrove portfolio. With the unique ‘funk’ flavour, JAH45 are rums that go back to their Jamaican roots and offer an exciting addition to standard rum selections. With the global distribution rights, we look forward to working with JAH45 to launch and continue to grow into the UK and other markets.”
Commenting on the launch, former J Wray & Nephew executive, Carl Stephenson, who is ceo of Hellshire Club, a newly formed brand creation company and instigator of the JAH45 brand, said: “JAH45 is a really exciting pure Jamaican rum brand, which reflects the spirit of sound system Jamaica in the fifties. Music brought the vibes, rum brought the soul!”