Diageo is trialling its Venezuelan rum brand Pampero in the UK in an attempt to tap into the growing opportunity offered by golden rum.
The company is also rolling out its Captain Morgan Spiced Rum brand across England and Wales, following success in Scotland, and has added a super-premium rum, Zacapa, to its global portfolio.
"Rum is on fire all over the world," said Russell Jones, director of category development. "We are very excited about the opportunities in the UK, particularly for Captain Morgan Spiced."
Diageo is also investing in a cross-category campaign to boost sales of spirits in the off-trade. About 10% of the company's annual £50m marketing budget will be used for the project, called Raise Your Spirits.
Diageo hopes to make spirits more appealing to younger consumers and increase gifting opportunities by boosting distribution through department stores and high-street retailers such as Boots.