Rebel rum challenges top brands

Rebellion rumsToorank Distilleries, the company behind Sloane’s Dry Gin, has launched the Rebellion Rum range, led by Rebellion Spiced. Available in Black and Blanco as well as spiced, the range has been created to challenge established pouring brands.

Rebellion Spiced, with an ABV of 37.5 per cent, was created to meet demand from bartenders asking for a return to fuller-tasting spiced rums. It is inspired by traditional Caribbean spice routes where piracy was rife.

Toorank highlights that Rebellion Spiced is the only rum among its competitors to specify which spices it is made from, listing them on the label. They comprise cloves, bitter orange, ginger, cardamom, cinnamon, nutmeg, pepper and vanilla, providing a smooth spirit with notes of vanilla and citrus in particular coming to the fore. Ideal for cocktails and serving with traditional mixers, Rebellion Spiced can also be drunk on the rocks.

The Black and Blanco are both smooth blends of Caribbean rums. Bottled at 37.5 per cent ABV, they have been created to meet demand for premium-quality pouring rums that can stand up to being used in both cocktails and traditional mixed serves such as with cola or ginger.

Rebellion’s launch will be backed by an on-trade campaign that includes a national cocktail competition and social media support. Chris Lake, director of sales for Toorank UK, said: “Having achieved a successful first 12 months with Sloane’s Gin, we wanted to build on this momentum in developing our own spirits brands by entering into the exciting rum market. Whilst the premium end of the market is full of great rums, the Rebellion range has been developed to cater to a growing demand amongst the drinks trade for a return to fuller-tasting quality rums that can be used as an everyday pour.”

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