Kraken RTD

Kraken RTD range released in Australia

February 14, 2020
By Alana House

The Kraken Black Spiced Rum will release two premium Kraken RTD varieties in the Australian market this month – The Kraken & Cola and The Kraken & Dry.

Australia will be the first market in the world to introduce the Kraken RTD products, which are now available to order from wholesalers.

Proximo said the release was “in response to strong consumer demand”.

The Kraken & Cola and The Kraken & Dry both come in a distinctive 330ml glass bottle, with the premix made in Australia and specially formulated for the Australian palate.

Kraken RTD

Amanda Scarlett, The Kraken Senior Brand Manager, said: “The Kraken Black Spiced Rum is one of the fastest growing spiced rum brands in the world and the premix will open up more drinking occasions for Kraken drinkers.

“Our drinkers have been asking for a premix for a while now, so we know it will be well received in this convenient format as it hits shelves around the country from February 2020.

“We undertook extensive research amongst our target audience to make sure we got the flavour profiles and the proposition just right. Everything about The Kraken is distinctive – its name, its packaging, its design and especially its flavour – so it was important the premix stayed true to the brand and matched in character and appeal.

“It has been expertly paired with Dry and Cola in the right ratio so consumers can enjoy the premium bar-quality serve at home.”

The Kraken RTD will retail at $27 for a four pack and will be stocked nationwide in off premise outlets including BWS, Dan Murphy’s, IBA banners and state-based independents.

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