Barbados rum producer Mount Gay has launched a spiced variant.
Called Bajan Spiced, the 35% abv spirit drink is set to land in Tesco stores this month (rsp: £25/70cl).
Offering “notes of fresh orange peel and warm spice, alongside red grapefruit, locally sourced ginger and Mount Gay estate sugar”, the NPD tapped into “one of the UK spirits market’s most dynamic segments,” said Mount Gay.
The UK was now the fastest-growing flavoured rum-based spirit market in Europe, the supplier said, citing Grand View Horizon research.
“This launch marks an exciting and significant step in evolving both the Mount Gay portfolio and wider spiced category,” said Nick Ganich, marketing director at Mount Gay owner Rémy Cointreau. “While the segment is large and has seen strong growth, we see a clear opportunity to elevate it further through Mount Gay’s craftsmanship, authenticity and unique Barbadian flavours.
“Building on Mount Gay’s success in non-spiced golden rum, Bajan Spiced now extends the refined, premium approach to the spiced segment, and we’re confident it will help bring new drinkers into the category.”
The launch of Bajan Spiced would be supported by activations at Taste of London, as well as through paid media and influencer collaborations, in-store sampling and online activity with retail partners, Rémy Cointreau said.
It comes after sales of Mount Gay fell 6.4% to £7.6m in the year to last April [NIQ 52 w/e 19 April 2025].
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