AB InBev to launch rum-flavoured beer

Cubanisto 330ml bottleBrewing giant AB InBev is tapping into the growth of spirit-flavoured beers with a new rum-flavoured premium beer brand in the UK.

Cubanisto is inspired by “the vibrant spirit of the Caribbean”, with a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle.

With an ABV of 5.9%, it comes in bottles with UV light-sensitive coating. The eye-catching pack design will be showcased in the on-trade with bottle glorifiers, stencils and illuminators.

Cubanisto will be launched into the off- and on-trade in 330ml bottles from March 24.

Marketing activity will include consumer experiences that can only be unlocked through social media and the use of new technology to enable fans to gain access to exclusive content.

AB InBev UK’s senior brand manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends.

“AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”

According to figures from research specialist CGA, the flavoured beer category was worth £88million in value sales in the on-trade last year, while figures from Nielsen show value sales hit £27million in the off-trade.

Alongside growth in the spirit-flavoured beer category, rum volume sales are also on the increase, up 29%between 2012 and 2013, according to CGA figures.

AB InBev’s beer portfolio also includes Stella Artois, Budweiser, Beck’s, Leffe, Hoegaarden and Brahma.

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