Pusser’s New Blue, a 40% abv blend, and Pusser’s Ginger Spiced Rum are two expressions hoped to “broaden the company’s horizons” and attract younger consumers.
The company hopes the Pusser’s New Blue lower abv and price will increase interest in the market.
George Freegard, Pusser’s international brand and procurement manager,said: “We want to simplify what we do and still be known for great rum by making the product more accessible for cocktails and bar owners.”
The ambition for the lower abv is designed to help the brand regain distribution with naval bases and re-establish Pusser’s ‘as the rum of choice for the Admiralty’, in accordance with their regulations.
Freegard added: “Cellar 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.”
It was also announced Pusser’s original Old Blue (54.5% abv) has been rebranded as Pusser’s Gunpowder Proof.
The SKU’s will be available in August, with prices starting at £20.
Pusser’s Rum launch two SKU’s at Imbibe
02 July, 2014
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Cellar Trends has launched two new Pusser’s Rum SKU’s at on-trade show Imbibe Live yesterday to the UK.
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