Allied Domecq today said it is launching a flavoured rum brand called Kuya onto the US market this summer, as it attempts to capture a larger share of the 21- to 29-year-old market.
It is branding the drink a “fusion rum” combining as it does imported rums, natural spices and citrus flavour.
“Kuya Fusion Rum has created an entirely new category,” a press release from the company claims.
“Extensive research with consumers and customers has convinced us that Kuya will revolutionise the rum market and create enjoyable drinking experiences for 21 to 29-year-old consumers who enjoy rum and cola and spiced rum cocktails,” said Simon Cunningham, executive vice president, marketing, Allied Domecq Spirits North America.
Allied hopes that Kuya – which is an off-shoot from the Kahlua brand – will capture share not only in rum, but also in the Bourbon, vodka and beer categories.
Kuya will be launched in 18 major markets across the US this month, with a full national rollout planned for September. Allied Domecq is spending more than US$20m through August 2004 to market Kuya and the product launch will include more than 1,000 sampling events around the US.
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“Consumer-driven new product introductions and trademark extensions are key to Allied Domecq’s long-term growth,” Cunningham said. He added: “Kuya Fusion Rum meets both of these innovation goals, and we will be investing heavily behind it. The brand is targeted at the largest potential profit pool identified by our proprietary global consumer segmentation study, and it will also help to further strengthen our Kahlua trademark.”
