Paragon Brands lines up Arumdu rum liqueurs

Lucy Britner

Lucy Britner

05 November 2019

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

Related articles

Spirits & Cocktails

Paragon Brands to unite bars and brand owners who ‘dare to be different’

A drinks agency aiming to unite bars and brand owners who ‘dare to be different’ has been launched by Chris Jones, founder and former commercial direc

Spirits & Cocktails

Muhu lines up CBD-infused gin

The influx of CBD products to the UK continues with new gin brand Muhu.

Spirits & Cocktails

Highball Brands brings Takamaka Rum to UK on-trade

Takamaka Rum, 'the spirit of the Seychelles', is about to land in the UK on-trade thanks to Highball Brands.Made in the Seychelles by brothers Richard

News

Admiral lines up £220m sale

Admiral Taverns is gearing up looks set to be sold to a US investment fund for £220m, according to a report in The Times.The company which has more th