Pernod Ricard has announced the launch of a Brazilian rum variant of its multiple spirit-category Seagram's brand in the US.

The company announced yesterday (11 March) that Seagram's Smooth Brazilian Rum, along with two flavour variants, will be rolled out across the US from May. The white rum will be joined by citrus and raspberry flavoured versions.

"The rum category has grown by 10m cases over the last 10 years, and is forecast to grow by another 10m cases in the next decade, offering the Seagram's trademark a significant opportunity to increase sales and brand awareness," said Craig Johnson, marketing director for Seagram's Rum at Pernod Ricard USA.

"Seagram's Gin, which also includes the Seagram's Twisted Gin and Seagram's Gin & Juice products, remains the number one selling gin in the US. The combination of growth opportunity and respected quality brand name made the decision to enter the rum category a no-brainer."

Seagram's Original Rum will be available in 1.75-litre, 1-litre, 750ml, 375ml, 200ml 100ml and 50ml sizes, while the two flavoured rums will be available in 1.75-litre, 1-litre, 750ml and 50ml sizes. The three rums will retail for a suggested price of US$11.99 per 750ml bottle.

The launch will be backed by trade advertising, POS materials, a 50ml retail promotion, off-premise sampling and targeted internet programming to reach younger consumers who enjoy "socialising and having fun", Pernod said.

Earlier this month, Pernod added a grape-flavoured extension to its Seagram's Twisted Gin brand in the US.