Seagram's plans rum launch in US

11 March, 2009

Seagram's is to launch a white Brazilian rum and two flavoured rums in the US.

Seagram's is to launch a white Brazilian rum and two flavoured rums in the US.

Seagramís smooth Brazilian rum, Seagramís citrus flavoured rum and Seagramís raspberry flavoured rum will hit the retail market from May.

Craig Johnson, marketing director for Seagramís Rum, Pernod Ricard USA, said: ďThe 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 Seagramís trademark a significant opportunity to increase sales and brand awareness.

ďWe 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.Ē

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.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.