Kopparberg teams up with Kojey Radical for Dark Fruit Spiced Rum launch

Kopparberg has teamed up with East London rapper, Kojey Radical, to mark the launch of its new Dark Fruit Spiced Rum.

The collaboration encouraged Kojey Radical to design a limited release of 500 t-shirts, inspired by the new rum variant. The fashion project is inspired by the animals that roam the dark forests surrounding the Kopparberg Brewery, which appear on the rum’s bottle, and the headline from the rum advertising campaign “We Are Different in the Dark”.

The design will appear on a range of limited-edition t-shirts, available to purchase on Everpress, a platform that champions independent artistic talent. All proceeds from the sale will go directly to the Music Venue Trust, to support independent music venues.

The new Dark Fruit Spiced Rum launch follows the brands move into the rum category in June 2020 with its Cherry Spiced variant. It is infused with blackcurrant and blackberry flavours and the launch is also designed to tap into the growing popularity of flavoured spiced rums. It will be available exclusively at Tesco and Booker from September 1, 2020.

Rob Salvesen, Head of Marketing at Kopparberg said: “Following the success of our Cherry Spiced Rum launch earlier this year, our new Dark Fruit variant allows existing and new Kopparberg Rum fans to discover a new way to enjoy the bold fruit flavours the brand is famous for.

'We are always looking for new ways to engage our customers and introduce the brand to new audiences – we were thrilled with the reception our fans had to our cherry variant, and the bold flavours of blackberry and blackcurrant and rum felt like a natural fit. Our partnership with Kojey Radical highlights the importance of supporting the night-time economy and late-night event spaces, now more than ever. We're delighted to offer our support to the Music Venue Trust at this crucial time and look forward to a time soon when we can all enjoy live music together again."

Kojey Radical said: “I attribute a lot of my success to performing at small and independent venues in London and when Kopparberg, as an independent brand with a love of music, approached me to collaborate, it seemed like the perfect way to show my support. Rum is my go-to drink before a gig and this artwork is a symbol of feeling like a superhero when creating, with the intention of making others feel that same energy when they’re interacting with the creation, be it music, videos, or visual art.”

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