Marblehead, the spirits importer, is launching a new premium black spiced rum in the UK.

The Kraken Black Spiced Rum, a 40% abv drink, is pitched at urban 25 to 45-year-olds with the strapline 'Put a beast in your belly'.

The rum is packaged in a 70cl Victorian 'flagon-style' bottle (rsp: £22.99) featuring a pen and ink drawing of a Kraken a mythical giant squid. Launched in the US last year, its UK roll-out was delayed by six months after snow caused the roof of a London City Bond warehouse to collapse.

It is rolling out to wholesale and retail channels, including Majestic Wine and Selfridges, in the next few weeks.

"Kraken has a story to tell, it tastes good and the packaging will have strong appeal to those who want to experiment," said Marblehead business development director Dave Steward.

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