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Destileria Serralles’ Don Q Reserva 7 - Product Launch - dark rum in the US data

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Destileria Serralles' Don Q Reserva 7

Don Q Reserva 7 will be available across the US on- and off-premise channels from next month

Don Q Reserva 7 will be available across the US on- and off-premise channels from next month

Category - Spirits, rum, Puerto Rico, 40% abv

Available - From next month

Location - The US, available in both the on- and off-premise channels, online via Drizly and through the Don Q website

Price - SRP of US$24.99 per 75cl bottle

Destilería Serrallés has lined up a permanent addition to its Don Q rum portfolio in the US.

Don Q Reserva 7 contains a blend of rums, the youngest of which has been aged at the Puerto Rican company's distillery for a minimum of seven years in American white oak barrels. Serrallés is targeting what it believes is an "increased consumer demand and curiosity" in rum with the new expression.

"We wanted to create a rum with a distinctive flavour profile and maturity that had balanced notes and the characteristics fans have come to expect from Don Q Rums," said Serrallés' master blender, Jaiker Soto.

In March, the company announced an updated look for Don Q, featuring a longer, clear glass bottle.

Dark Rum in the US - Volume Trends 2014-2023

Dark Rum
201415.4
201515.2
201615.2
201715.1
201815.2
201915.2
202015.2
202115.1
202215
202314.9

Source: Company results

The dark rum category is in a static state in the US, according to GlobalData, with volumes expected to slip slightly in the years ahead. From a high of 15.4m nine-litre cases in 2014, GlobalData figures show that dark rum has failed to grow in the last six years, sticking at around 15.2m cases per year. Looking forward, GlobalData estimates that volumes will slip from the high of 2014 to 14.9m cases by 2023, a 3.3% decline over ten years.

Why rum producers should ignore their past to win in the future - Click here for a just-drinks comment


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