NEW FLAVOURED RUM DEVELOPED IN BARBADOS

The West Indies Rum Distillery’s (WIRD) Product Development Committee, a team of talented rum experts, is responsible for Cockspur Splash – the latest rum to hit the Barbados market.

(CLICK FOR BIGGER) Armed with research from the Beverage Information Group which noted that flavoured spirits sales in the United States (US) were growing at a rate 10 times faster than all other spirits, the Committee set out to develop a flavoured Cockspur rum product after witnessing similar trends here in Barbados.

(CLICK FOR BIGGER) Armed with research from the Beverage Information Group which noted that flavoured spirits sales in the United States (US) were growing at a rate 10 times faster than all other spirits, the Committee set out to develop a flavoured Cockspur rum product after witnessing similar trends here in Barbados.

Development of Cockspur Splash Rum took approximately 10 months. A number of blends were developed and market trials were conducted. The top performing flavours, Pineapple Coconut and the Green Apple, were selected for production. The product, which is available in a 350ml and 750ml size, has since become the only Bajan-made, fruit-flavored, white rum.

The establishment of this new rum comes at a time when Caribbean rum producers are experiencing challenges in the US market as a result of the Cover Over Subsidy which offers US Distilleries the advantage of selling at lower prices than non-US distilleries. Through this practice, WIRD like other regional distilleries, has subsequently lost bulk rum customers to US distilleries.

Cockspur Splash is expected to boost Cockspur Rum sales given the rising cocktail culture in Barbados. Sales for Barbados are projected to grow steadily and there are also plans to expand into other markets.

The Cockspur Splash launch campaign will commence in the local market at the beginning of March with sampling, mixology competitions, retail specials and press advertisements.

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