Click through to view the new Cruzan Velvet Cinn

Click through to view the new Cruzan Velvet Cinn

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Beam Inc's Cruzan Velvet Cinn

Category - Spirits, rum, horchata, Caribbean, 15% abv

Available - From last month

Location - US, nation-wide

Price - SRP of US$19.99 per 75cl

Distribution – Beam Inc

Beam Inc has launched an extension to its Cruzan rum portfolio in the US that is sweetened with cream and cinnamon.

Cruzan Velvet Cinn is targeted at the “rapidly-growing” rum horchata market, Beam said last week. Horchata is a popular milk drink in Latin America flavoured with cinnamon, sugar or vanilla.

A Cruzan spokesperson said Velvet Cinn “fills a need in the marketplace for a premium cream rum liqueur”.

In April, Beam launched Cruzan Key Lime Rum and Cruzan Passion Fruit Rum extensions.

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