Sainsbury's taps into pineapple-flavoured rum trend with Grand Kadoo

A new contender in the popular pineapple-flavoured rum sector has secured a listing in Sainsbury’s stores.

Grand Kadoo Carnival Pineapple Rum will be stocked in 250 Sainsbury stores from this month and it will also be available online.

The launch follows a raft of pineapple-flavoured rums to hit the UK in recent months, with recent launches including Dead Man’s Fingers Pineapple Rum from Halewood; and The Duppy Share Spiced Rum, which is flavoured with pineapple and kola nut.

Meanwhile, Rockstar Spirits, which launched its Pineapple Grenade rum into the UK in October 2018, reported that it sold out on Amazon within an hour after the rum featured on ITV’s This Morning, supported by rave reviews from hosts Philip Schofield and Holly Willoughby.

Grand Kadoo’s newcomer is made from a blend of aged pot and column still rums from a family-owned distillery in Barbados. They are also infused with real fruit, which has been sourced from suppliers across the Caribbean. The bottles are also finished with an eco-friendly sugarcane label, which biodegrades faster and returns nutrients to the soil.

Steven Pattison, chief executive for brand owner, Kirker Green Brands, said: “We are incredibly proud to partner with Sainsbury’s, who are continually supporting innovation, new brands and greater choice for their customers. The listing marks a significant milestone for Grand Kadoo Rum, making it available in the UK grocery channel and increasing brand presence nationwide.

“It is an exciting time for the rum category with industry publications reporting that sales of rum broke the £One billion barrier in the UK in 2019, meaning it could be the start of a new category “boom” in 2020.”

Caroline Glover, spirits buyer for Sainsbury’s, added: “We are really excited by the increasing consumer interest in the rum category and know more and more of our shoppers are starting to explore this area so we want to be able to offer our customers a greater portfolio of rum brands and high quality choices.  Grand Kadoo Carnival Pineapple will sit within our premium offering, with fantastic on-shelf visibility and standout, we’re delighted to bring it to the UK consumer.”

Grand Kadoo Rum is distributed in the UK by When We Are Giants.

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