US: Pernod Ricard readies Seagram's Brazilian rum for US
The company announced yesterday (11 March) that Seagram's Smooth Brazilian Rum, along with two flavour variants, will be rolled out across the US from May. The white rum will be joined by citrus and raspberry flavoured versions.
"The rum category has grown by 10m cases over the last 10 years, and is forecast to grow by another 10m cases in the next decade, offering the Seagram's trademark a significant opportunity to increase sales and brand awareness," said Craig Johnson, marketing director for Seagram's Rum at Pernod Ricard USA.
"Seagram's Gin, which also includes the Seagram's Twisted Gin and Seagram's Gin & Juice products, remains the number one selling gin in the US. The combination of growth opportunity and respected quality brand name made the decision to enter the rum category a no-brainer."
Seagram's Original Rum will be available in 1.75-litre, 1-litre, 750ml, 375ml, 200ml 100ml and 50ml sizes, while the two flavoured rums will be available in 1.75-litre, 1-litre, 750ml and 50ml sizes. The three rums will retail for a suggested price of US$11.99 per 750ml bottle.
The launch will be backed by trade advertising, POS materials, a 50ml retail promotion, off-premise sampling and targeted internet programming to reach younger consumers who enjoy "socialising and having fun", Pernod said.
There is always a bubble inflating somewhere. Right now that somewhere appears to be the soft drinks market. Intense interest among Japanese buyers has created an opportunity for US private-equity fir...
The top ten stories published on just-drinks this week:...
BenRiach Distillery Co is to invest GBP7m in its GlenDronach Scotch whisky brand and distillery over the next four years....
Pernod Ricard has confirmed a "reduction of roles" at its UK unit, with the wine sales and marketing director heading back to his native Australia....
First Drinks has signed a deal for the UK distribution rights for Tia Maria....
The head of Pernod Ricard in the UK, Jean-Manuel Spriet, has told just-drinks that the group will reinvest budget for the recently sold Tia Maria brand in driving growth of Absolut vodka in the countr...
Pernod Ricard has declined to comment on a report out of Sweden that the group is to sell off all Vin & Sprit brands apart from Absolut vodka....
Pernod Ricard plans to cut debt "as quickly as possible" in order for it to take part in the next round of wine and spirits industry consolidation, but will reinvest in advertising and promotion in th...
- Review of the Year 2014 - Part IV: Spirits
- Cuba-US Normalisation: Bacardi, Pernod Winners?
- Review of the Year 2014 - Part V: Wine
- just Five Years Ago - Belvedere Group's Bumpy Ride
- just the Ten - Editor's Viewpoints of 2014
- Belvédère to sell assets, streamline portfolio
- Campari to bag EUR19m with "non-core" assets sale
- Pernod agrees Caribe Cooler sale to Grupo Bepensa
- Pernod wins consent for Glenlivet upgrade
- Thailand pulls back from New Year alcohol ban