Bacardi Brown-Forman Brands has announced the ‘soft launch’ of premium Fijian rum brand, Seven Tiki, in the UK.
Initially to be sold in a number of Tiki and rum bars throughout the UK from this month, the company said yesterday (21 October) that it will hold a tasting at Rumfest in London on 25 and 26 October.
The brand will run a test launch in a number of outlets with point-of-sale and cocktail menu placement to support activity.
Sophie Bowers, marketing controller for Seven Tiki rum, said: “Seven Tiki has its roots in the Southern hemisphere where it has a reputation for being a fun brand.
“We hope to replicate this success in Europe when we launch into the UK market this month during what is an incredibly exciting time for the rum category. With increasing consumer and trade interest in rum, along with strong trends towards spirit brands that stand for individuality, we now think there is a significant opportunity for Seven Tiki on this side of the world.
“In addition, the revival of 50′s, retro style Tiki cocktails has taken the UK by storm and we are seeing an increasing number of Tiki themed and specialist rum bars emerge with that trend.
If the initial launch of Tiki rum is successful, a larger roll-out is expected to follow.