News

US: Allied to launch new rum brand

Most popular

What rum needs to do to recognise its potential

Can alcohol slow the onset of dementia? - analysis

A-B InBev's Craft Brew Alliance purchase - Comment

Why single malt should ignore its core consumer

How much should you drink to help you live longer?

MORE
Allied Domecq today said it is launching a flavoured rum brand called Kuya onto the US market this summer, as it attempts to capture a larger share of the 21- to 29-year-old market.

It is branding the drink a "fusion rum" combining as it does imported rums, natural spices and citrus flavour.

"Kuya Fusion Rum has created an entirely new category," a press release from the company claims.

"Extensive research with consumers and customers has convinced us that Kuya will revolutionise the rum market and create enjoyable drinking experiences for 21 to 29-year-old consumers who enjoy rum and cola and spiced rum cocktails," said Simon Cunningham, executive vice president, marketing, Allied Domecq Spirits North America.

Allied hopes that Kuya - which is an off-shoot from the Kahlua brand - will capture share not only in rum, but also in the Bourbon, vodka and beer categories.

Kuya will be launched in 18 major markets across the US this month, with a full national rollout planned for September. Allied Domecq is spending more than US$20m through August 2004 to market Kuya and the product launch will include more than 1,000 sampling events around the US.

"Consumer-driven new product introductions and trademark extensions are key to Allied Domecq's long-term growth," Cunningham said. He added: "Kuya Fusion Rum meets both of these innovation goals, and we will be investing heavily behind it. The brand is targeted at the largest potential profit pool identified by our proprietary global consumer segmentation study, and it will also help to further strengthen our Kahlua trademark."


Companies: Allied Domecq

Related Content

What will Diageo's Cuban rum JV mean for Pernod Ricard and Bacardi? - Comment

What will Diageo's Cuban rum JV mean for Pernod Ricard and Bacardi? - Comment...

Why Diageo's Cuban rum play isn't enough to save the category - Comment

Why Diageo's Cuban rum play isn't enough to save the category - Comment...

Accolade Wines' Malb-Echo Falls - Product Launch

Accolade Wines' Malb-Echo Falls - Product Launch...

"We're putting our money where our mouth is" - Halewood Wines & Spirits jumps into CBD with hemp rum...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?