Paragon Brands has launched a range of rum liqueurs under the Arumdu brand, as it looks to capitalise on the growing popularity of rum.
The range comprises Caramelised Banana, Rum Bongo Punch, Butter Salted Popcorn and Spit Roasted Pineapple. The liqueurs are made using aged Guyana rum from the Demerara Diamond distillery and a ‘range of natural extracts and essences’.
According to Paragon, the UK rum market is currently in 8% growth, selling around 30 million bottles. The company said that like gin, rum is embracing innovation and development to meet the demands of a new generation of rum drinkers.
‘We are really excited to bring Arumdu to the UK market at a time when consumers are looking for innovation from the rum category,’ said Chris Jones, director, Paragon Brands. ‘We know from the explosion in flavoured gin that UK consumers continue to seek new experiences from their drinks, which we hope to bring to them with Arumdu, a quality rum with an engaging flavour lineup.’
Earlier this week, figures from data and analytics firm GlobalData suggested that rum is ready to give gin a run for its money as the darling of drinks.
28% abv, RRP £21/50cl, Paragon Brands