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September 15, 2020

Distil revamps RedLeg Spiced Rum, adds banana-flavoured expression

UK spirits group Distil has updated the look of Redleg Spiced Rum while bringing another flavour into the brand's stable.

UK spirits group Distil has updated the look of RedLeg Spiced Rum while bringing another flavour into the brand’s stable.

The listed company, which also owns Blavod Black Vodka and the Blackwoods gin and vodka lines, said the refresh has been designed to bring the RedLeg flavours in-line with the original spiced expression. The pineapple variant carries a different coloured closure to “ensure clear differentiation” across the portfolio.

Also joining RedLeg original and pineapple is a banana flavour extension, which launches this month. Retailing in the UK at GBP22 (US$28.30) per 70cl bottle, the new 37.5% abv addition is produced using an infusion of natural bananas. RedLeg Banana Rum will follow its peers to export markets including Australia and France in the coming months.

“Following the success of RedLeg Pineapple…, we’re excited to introduce RedLeg Banana Rum to the family,” said Sarah Kingsbury, marketing manager at Distil’s The RedLeg Rum Co division. “RedLeg Pineapple Rum has performed well in major retail and has recruited new drinkers to RedLeg, delivering incremental sales for the brand. 

“The introduction of a second flavour was the perfect time to refresh our look, which now demonstrates clear differentiation across the range while retaining RedLeg’s premium positioning.”

Almost exactly a year ago, Distil partnered with RTD producer Global Brands for a rum & cola pre-mix of RedLeg. Distil was formerly known as Blavod Wines & Spirits.

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