Pusser’s revamps portfolio and adds spiced rum


pussers rum

The portfolio of historic rum Pusser’s is undergoing a revamp, including a new spiced rum, alongside new-look packaging across the range.

From this summer, the original Pusser’s Old Blue at 54.5% ABV will be rebranded as Pusser’s Gunpowder Proof while a new Pusser’s New Blue blend will be launched with an ABV of 40%.

Pusser’s New Blue will have the same quality and flavours of Pusser’s Old Blue and is made in the same way but its lower ABV and the resulting lower cost are set to help the brand increase distribution in mainstream bars and pubs.

It is also hoped that the new lower-ABV rum will help the brand to regain distribution with naval bases and mess bars and re-establish Pusser’s as the rum of choice for the Admiralty once again.

Previously, Pusser’s has supplied the Admiralty with an unchanged blend for over 350 years.

Pusser’s is also launching Spiced, which has a kick of fresh ginger and spiciness to complement the notes of dried fruit, molasses and brown sugar of the original rum.

The rounded and smooth spiced rum is being launched to attract younger consumers to the brand. It is recommended for serving over ice or in a Fuzzy Apple with apple juice and lemonade.

The new products will be available from mid-August along with a redesign of the packaging. It will extend to the 15-year-old rum which is not changing its liquid.

The launch will be supported by a 12-month marketing campaign aimed at building volume and distribution across all expressions in both the on- and off-trade.


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