Co-op launches UK first own-brand Fairtrade Rum for 30th anniversary of Fairtrade.
The leading convenience retailer has been championing Fairtrade for the last 30 years and the new limited-edition Co-op own-brand Rum – a first for the UK – has been specially developed to celebrate the landmark anniversary and launches in-stores from 12 August.
Co-op Irresistible Limited-Edition Fairtrade Golden Rum (70cl, £24) is a Caribbean coast blend from the Dominican Republic, Barbados and Venezuela. Aged in Bourbon barrels it has notes of vanilla and banana with flavours of caramel and tropical fruit.
Jonny Grey, Co-op’s spirits buyer, said: “Supporting Fairtrade is important to our member owners and to us, and as the world’s largest retailer of Fairtrade wine, we’re always looking for ways to extend our offer across our BWS aisle and are thrilled to be adding this exciting new own-brand rum, which will exclusively be in stores to mark Fairtrade Fortnight and its milestone in September.”
Co-op is committed to Fairtrade, and to driving change, together with farmers, through the Fairtrade products sold in stores. The new own-label bourbon-aged rum has been sourced under Fairtrade terms, which means a better deal for sugar cane farmers and their local communities.
Anna Mann, associate director for responsible business at the Fairtrade Foundation, said: “Let’s toast the Co-op for introducing an exciting new rum made from Fairtrade certified cane sugar. Fairtrade empowers smallholder sugar cane farmers around the world to address key social, economic and environmental challenges. It provides additional income for these family farmers to invest in community projects such as clinics, classrooms and clean water, or in environmental stewardship.
“It can also be invested in technical services and agricultural programmes to increase yields and quality and improve efficiency and competitiveness – meaning farmer organisations can offer reliable and sustainable supplies of sugar.”
The new addition will be in stores until October 2024 and has launched alongside a new limited-edition own-brand Fairtrade Sparkling Fizz, sourced from the La Rioja Province in Argentina, which has also launched to mark the Fairtrade anniversary.
