Product Launch - TRAVEL RETAIL: International Beverage Holdings' Phraya Rum

By | 25 July 2012

Click through to view International Beverage Holdings Phraya Rum

Click through to view International Beverage Holdings' Phraya Rum

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International Beverage Holdings' Phraya Rum

Category - Rum, Thailand, 40% abv

Available - From this week

Location - Bangkok’s Suvarnabhumi International Airport, international travel retail later this year

Price - THB1,600 (US$50.45) per 75cl bottle

Distribution - King Power Duty Free

International Beverage Holdings has launched what it claims to be the first premium rum produced in Asia.

Phraya Rum is now on sale in Bangkok airport's duty free and will be rolled out in other international travel retail outlets later this year. The rum has attracted interest from consumers from China, South Korea, Russia and India, according to International Beverage.

Last month, International Beverage launched Old Pulteney WK217 Spectrum whisky into the UK travel retail market.

International Beverages is the international unit of Thaibev.

Show the press release

 

Phraya, Asia’s Most Luxurious Rum, Makes its Travel Retail Debut in Bangkok’s Suvarnabhumi International Airport

24 July 2012

Phraya Rum made an impressive entry in to the global travel retail market with an exclusive launch at Bangkok’s Suvarnabhumi International Airport.  Phraya, the first and only luxury rum produced in Asia, is now available in two of the airport’s selected King Power Duty Free shops (DW5 and K6) and will be rolled out to key international markets later this year. 

Phraya’s presence in the sector is an important step in the brand’s plans for global strategic growth and follows a recent Gold Medal win at the 2012 Beverage Testing Institute’s (BTI) Spirits Competition where it was rated ‘exceptional’.  The BTI tasting notes highlighted its exceptional quality: ”…sweet frosted coconut cake, banana custard, and tropical fruit blossoms aromas and flavors with an off-dry medium-to-full body and a caramelized roasted nut and baking spice finish. Tasty and vibrant.”

Phraya’s eye catching bottle was also recognized at the 2012 Asian Spirits Masters, where it was the only brand to receive gold for packaging design in the rum category.

James Bateman, Global Travel Retail Manager of International Beverage Holdings says: “Suvarnabhumi International Airport is the perfect platform to showcase the product as we now plan to launch the brand into selected international markets later this year.  There is clearly an opportunity for luxury rum such as Phraya and the feedback from consumers, particularly from Russia, China, US, Korea, Japan, and India has been most encouraging and we are already seeing repeat purchase.”

Toranin Kiatichai, International Senior Brand Manager – Thai Spirits Portfolio of International Beverage Holdings says:  “The awards won by the world’s only luxury rum from Asia are testament to Phraya’s dedication to refined craftsmanship in every aspect of production.”

Phraya itself is deep matured TM in oak barrels and then only the finest rums are selected for blending, Phraya is meticulously crafted to result in a beautifully balanced and seamlessly smooth spirit. 

Phraya has a highly distinctive character that is reflected by the unique design of a bottle rich in symbolism. The symbols represent fire, earth, air and water, four ancient elements which inspired the creation of this luxury spirit. It is distilled, matured, blended and bottled in Thailand.  For more information, please visit www.phrayarum.com 

Phraya Rum is sold in a 750ml bottle at 40%abv. It retails for 1,600 Baht (approximately USD 50/euro 40.45/GBP 30.60).

 

Original source: Company Release

Sectors: Product launches, Spirits

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