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Hotaling & Co’s Denizen Vatted Dark Rum - Product Launch - market data

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Hotaling & Co's Denizen Vatted Dark Rum 

Category - Spirits, dark rum, The Caribbean, 50% abv 

Available - From this month

Location - The US, available in the off-premise channel

Price - SRP of US$29.99 per 75cl bottle

Hotaling & Co has announced the release of Denizen Vatted Dark Rum, the newest edition to its collection of Denizen craft spirits. Due to roll out in the US this month, the Caribbean rum celebrates Guyana's influence on the world of spirits throughout the British colonisation. The majority of the blend has been produced in Guyana giving the rum flavour influences of rainforest sugar cane, and is completed with Rhum Agricole from Martinique. 

Each bottle has an abv of 50% and will be available on shelves at the SRP of US$29.99 per 75cl bottle. 

"We are continuing to see growth in the premium dark rum category driven by consumer interest in elevating their cocktail experience. Denizen Vatted is a rum that fulfils just such a need" said Hotaling CMO Morgan Robbat. "The diverse origins of the final blend come together beautifully in a flavour-forward, 100% proof rum that can work perfectly in both an elevated cocktail served at a bar, or an elegant simple serve that can be enjoyed in the comfort of home." 

Hotaling, formerly known as Anchor Distilling Co, bought into Denizen last year, when it acquired an undisclosed stake in the rum producer from Citizen Spirits.

Dark rum in the US - Volume Trends 2012-2022

Source: GlobalData

The dark rum segment in the US has provided little excitement in volume terms over recent years. From a high of 15.6m nine-litre cases in 2013, figures from GlobalData show a spirits sector that has flatlined, at around 15.3m cases per year. Looking ahead, GlobalData estimates that volumes will fail to reach 2013's peak in the next four years.

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Expert Analysis

Rum (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Rum (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Rum (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Rum market in United States of America.

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