Kraken Pack

Trendy rum brand The Kraken has launched a limited edition, sea monster-shaped ceramic bottle.

The pack, which features raised and embossed designs in the style of tentacles, will be available via Amazon from 1 November, and through the brand’s online store, with customers enrolled in its League of Darkness membership programme to get early access on 30 October.

The new bottle has an rsp of £34.99 for 70cl. It contained “the same, great-tasting smooth, black rum and makes for a perfect gift” said The Kraken.

Sales of the brand have surged by 52.9% (£3.5m) over the past year, ranking it among the UK’s top ten rum brands, on volumes up 50.7% [IRI 52 w/e 22 July 2017]. Indeed, take-home sales of spiced rum are flying, up 15% year on year to £102m [Kantar Worldpanel 52 w/e 21 May 2017].