Award-winning rum brand, Old J Spiced Rum has responded to its social media followers’ demands and is launching a new Coconut flavoured variant, just in time for summer.
Joining the brand’s existing line up of seven Caribbean spiced rums, Old J Coconut comes off the back of a recent social media poll in which the brand asked its followers to call out which flavour they’d like to see in the range next. Topping the poll with 35% of the votes, Coconut was the clear favourite, closely followed by Mango at 21%.
Infusing the brand’s special blend of 11 flavours and spices into the finest Caribbean rum, before adding subtle notes of freshly cut coconut, Old J Coconut has all the classic hallmarks of the range consumers have come to love, but with a totally tropical twist. Retaining the brand’s signature vanilla notes, drinkers can expect a smooth and creamy coconut rum that pairs perfectly with a simple mixer, or as part of a rum-based cocktail.
Nic Ponticakis, spirits category manager for Old J’s parent company LWC Drinks, commented: “As spiced and flavoured rum occasions continue to be key drivers for both the spirits and rum categories, we are delighted to announce this further extension to Old J’s fun and versatile range.
“It’s a tough market out there and innovation remains key. It’s also vital that brands continue to listen to what consumers – especially their own customers – want from them.
“Old J has an incredibly loyal following that are always calling out for new and innovative products. So, we put the ball in their court and asked them what they wanted to see next in the range. Coconut was a front runner from the start, possibly because we were heading towards summer at the time, but also perhaps because of the continued growing interest in cocktails and experimentation.
“Whether you’re looking to ‘spice’ up your pina colada, or simply elevate your rum and coke, Old J Coconut offers that easy choice and at an attainable price point.”
To support the launch, the brand is currently running a national coconut shy ‘Championship’ at various on-trade outlets across the country, to encourage brand engagement and trial. From Newcastle to Newquay, the brand is hoping to drive the nation coconut crazy with ongoing activations and tastings. Winners will be announced at the end of August with both consumers and outlets in the running to win a range of prizes.
Old J Coconut Spiced Rum (35% ABV) is now available to on-trade outlets nationwide via LWC Drinks, in a 70cl format. Contact your local depot or account manager for more information: https://www.lwc-drinks.co.uk/
