Click through to view the new Brugal XV bottle

Click through to view the new Brugal XV bottle

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Edrington is to change the aging process of its Brugal Extra Viejo to differentiate it from the rest of the Caribbean rum's portfolio.

The renamed Brugal XV will be aged in a mix of white American oak and red European oak casks, Edrington's UK distribitor, Maxxium, said today (26 June). The change comes after consumer research showed the original liquid was similar to other rums in the Brugal line-up, a Maxxium spokesperson told just-drinks.

Brugal XV will reach UK shelves in September and also roll out in other Brugal markets, the spokesperson said.

Meanwhile, the rum range is to have a packaging redesign to reinforce its position as a “premium” spirit, Maxxium said. The global overhaul will include core brands Brugal Anejo, Brugal Especial Extra Dry, Brugal XV and Brugal 1888 brands and aims to replicate in other markets the rum's success in Spain, where it sells 1m cases a year, Maxxium said.

Brugal is part of Edrington's US distribution deal with Rémy Cointreau, which is due to run out next year.

Expert analysis

Global market review of rum – forecasts to 2017

Global market review of rum – forecasts to 2017

For a category that sells around 146.4m cases annually, it may seem unusual to characterise Rum as a relatively unexploited opportunity. Indeed it is already a diverse and eclectic category with a wid...read more