Pusserís Rum launch two SKUís at Imbibe

02 July, 2014

Cellar Trends has launched two new Pusserís Rum SKUís at on-trade show Imbibe Live yesterday to the UK.

Pusserís New Blue, a 40% abv blend, and Pusserís Ginger Spiced Rum are two expressions hoped to ďbroaden the companyís horizonsĒ and attract younger consumers. †

The company hopes the Pusserís New Blue lower abv and price will increase interest in the market.

George Freegard, Pusserís international brand and procurement manager,said: ďWe want to simplify what we do and still be known for great rum by making the product more accessible for cocktails and bar owners.Ē

The ambition for the lower abv is designed to help the brand regain distribution with naval bases and re-establish Pusserís Ďas the rum of choice for the Admiraltyí, in accordance with their regulations.†

Freegard added: ďCellar Trends are taking a big gamble. The Spiced Rum is more of a beginner style. It is sweeter but still in the vein of what we do. We wanted it to be good and a point of difference.Ē

It was also announced Pusserís original Old Blue (54.5% abv) has been rebranded as Pusserís Gunpowder Proof.†

The SKUís will be available in August, with prices starting at £20.†


Hamish Smith

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