Sailor Jerry golden rum won a listing with Tesco last week its fourth big retailer account in as many months after Waitrose snapped it up in May, followed by Sainsbury's and Asda. Brand owner First Drinks said off-trade sales had boomed 134% in volume and 144% in value over the past year [Nielsen MAT 52w/e 11 July]. 

Although Sailor Jerry's, at £16.99, is steeper than the £14 average of rivals Morgan's Spiced and Bacardi Oro, brand manager Gemma Adams said drinkers bought into its "individual looks and flavour". A bottleneck promotion, offering drinkers a limited-edition pack of playing cards, kicks off this week.