Seagram's is to launch a white Brazilian rum and two flavoured rums in the US.
Seagram’s smooth Brazilian rum, Seagram’s citrus flavoured rum and Seagram’s raspberry flavoured rum will hit the retail market from May.
Craig Johnson, marketing director for Seagram’s Rum, Pernod Ricard USA, said: “The rum category has grown by 10 million cases over the last 10 years, and is forecast to grow by another 10 million cases in the next decade, offering the Seagram’s trademark a significant opportunity to increase sales and brand awareness.
“We tested concepts from around the world with consumers and the exotic, mysterious qualities that embody Brazil emerged as having the strongest appeal. Brazilian rums are traditionally distilled to create a lighter spirit with citric, lemon notes which is exactly what we were looking for.”
All three products have been blended to make a base for popular rum cocktails. The suggested retail price for all three products is $11.99/750ml.