Proof Drinks Australia have added three new additions to its Rum category to meet the growing demand from consumers seeking out more spiced variants, rum with age statements as well as rich history and provenance.
Drew Doty, Managing Director of Proof Drinks, says, “Rum was one of the first spirit categories that I had the pleasure of working with in my career, and it has remained a passion of mine ever since, so it’s great to see consumer interest for rum continuing to increase.
“We’ve certainly come a long way since the standard rum and coke was the choice of drink for consumers in this arena. Now, we’re seeing premiumisation of rum across the board, with exotic variants constantly being created.
“There’s so much heritage and authenticity to rum, which is a main value that consumers look for these days. The concept of years of rich culture and tradition bottled up to create a premium drink, makes the tasting experience so much more fun and adventurous for those who like rum, or are seeking something new.”
Proof Drinks Australia is launching three new premium rums to the Australian market: CUT RUM, Cihuatán Rum and Aluna Coconut Rum.
Cihuatán Rum ia a colourful tasting experience, using ancient Mayan heritage to craft a rum that embodies centuries of tradition and culture. Inspired by the Mayan Gods, Cihuatán Rum has a portfolio of small-batch products with a premium tasting palette.
Aluna Coconut, will be hitting the Australian market in April, giving consumers the taste of authentic coconut rum with a fraction of the sugar content compared to similar rums on the market. Using a blend of rums from Guatemala and the Caribbean, Aluna Coconut transports consumers to the Americas through its authentic, fresh taste and smooth finish.
Mr Doty continues, “There is a demand within the category to branch out of traditional rum locations and instead opt for aged, flavoured and healthier options, especially as more flavours are made available from South America and the Pacific.”
For consumers looking for the rich taste of spiced rum with an added aroma, CUT RUM, launching in Australia this month, uses vanilla and peppercorns from Madagascar, alongside coriander seed, cinnamon and aniseed from South India, and nutmeg from the West Indies.
Proof Drinks Australia is invested in creating the ultimate portfolio of rum brands that cater to any interest and taste. Homing in on brands that are disrupting the category, the brand house is looking for products that offers consumers a unique tasting experience that changes the consumer perception of traditional rum.
Aluna Coconut Rum, CUT RUM and Cihuatán Rum can all be purchased from Dan Murphy’s Marketplace, and will be sold in various independent retailers and bars across the country.
