Emporia Brands is re-launching its Chairman's Reserve rum in the UK after recovering from the impact on export stocks of a fire at its Caribbean distillery a few years ago.
The company was rebuilding stocks of aged rums at the distillery on St Lucia, and was ready to tap the growing opportunity offered by golden rum, a spokesman said.
Chairman's Reserve is, with its £16.95 price tag, positioned as a "high quality good value offering." It would will be up against stiff competition, Emporia admitted. Aged rums became a focus for producers last year as the golden rum category grew in popularity across Europe. UK sales were up 36% to £70m [Nielsen 52w/e 31 October 2008].
Diageo is looking to tap into the boom, buying super-premium rum Zacapa earlier last year, and is now trialling golden Venezuelan rum Pampero in the UK.
The company was rebuilding stocks of aged rums at the distillery on St Lucia, and was ready to tap the growing opportunity offered by golden rum, a spokesman said.
Chairman's Reserve is, with its £16.95 price tag, positioned as a "high quality good value offering." It would will be up against stiff competition, Emporia admitted. Aged rums became a focus for producers last year as the golden rum category grew in popularity across Europe. UK sales were up 36% to £70m [Nielsen 52w/e 31 October 2008].
Diageo is looking to tap into the boom, buying super-premium rum Zacapa earlier last year, and is now trialling golden Venezuelan rum Pampero in the UK.
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