The campaign, which focuses on the UK off-trade, particularly national grocery and convenience channels, follows previous on-trade activity.
A series of consumer sampling events and brand tie-ups will take place throughout the year, alongside PR, social media programmes and consumer media partnerships to boost the brand’s profile.
A particular focus will be the summer and Christmas trading periods. Samplings are intended to encourage trial and introduce new drinkers to the brand and coconut rum category.
Pietro Mattioni, managing director at J Wray & Nephew said: “This is a very exciting time for Koko Kanu as we start to reach out to the trade and get consumers experimenting with the liquid. While we are building Koko Kanu as a must-stock in bars for cocktails, we are working hard to secure additional accounts to boost visibility and awareness to support the work we are doing to grow the brand in the off-trade.
“Flavoured rum continues to outshine the total category, driving growth and experimentation and we feel now is the ideal time to capitalise on the opportunity and create a platform for Koko Kanu to thrive. Activity on Koko Kanu will communicate the brand’s heritage and credentials, engaging directly with consumers and ensuring the bartenders’ choice now also becomes the consumer choice.”
In the UK on-trade, total flavoured/spiced rum is worth £122.7m, up 16.9% in value and 14.6% in volume, according to J Wray & Nephew. Total flavoured/spiced rum is worth £64m and is in growth in value and volume, up 18% and 13% respectively, the company said.
Koko Kanu is currently available in Browns and All Bar One venues, as well as Amazon, Selfridges, The Whisky Exchange, The Drinks Shop, Majestic Wine, The Whisky Club and Drinks Direct in the off-trade.
