LAUNCH OF REDLEG BANANA RUM

RedLeg Banana Rum

The launch accompanies a label refresh across the RedLeg range

RedLeg Rum Company has announced the launch of new RedLeg Banana Rum, the second flavour extension for the brand, along with a branding refresh across the range. The new flavour will build on the success of RedLeg Spiced Rum and RedLeg Pineapple Rum. 

Independent market research from the drinks market analysis company IWSR reports that RedLeg Spiced Rum achieved the highest Cumulative Annual Growth Rate (CAGR) in volume and value in the UK between 2013 and 2019 of any rum brand since its launch

FULL OF CARIBBEAN SPIRIT 

RedLeg Spiced Rum is distilled in the Caribbean, rested in oak barrels and infused with Jamaican ginger and vanilla for a smooth, accessible spirit. RedLeg Banana Rum adds a new dimension by infusing the rum with 100% natural banana in celebration of one of the Caribbean’s best-loved flavours.   

RedLeg Banana Rum pairs well with simple mixers, and is a great base for tasty twists on more complex cocktails such as a Banana Espresso Rumtini or Banana Old Fashioned. The recommended simple serve is RedLeg Banana Rum and Cola with a wedge of lime.  

RANGE REFRESH 

The new flavour is accompanied by a label refresh across the RedLeg Rum range. Working with Butterfly Cannon, the branding for the flavours – Pineapple and Banana – has been brought in-line with RedLeg original. Bold variant names and colour-coded capsules ensure clear differentiation between flavours and help consumers navigate the range in retail spaces, while retaining premium look and feel.  

Commenting on the launch, Sarah Kingsbury, Marketing Manager at The RedLeg Rum Company, said: “Following the success of RedLeg Pineapple, which launched in Tesco stores in October 2019, we’re excited to introduce RedLeg Banana Rum to the family.  

RedLeg Pineapple Rum has performed well in major retail and has recruited new drinkers to the RedLeg, delivering incremental sales for the brand. We’re confident that the launch of RedLeg Banana Rum will continue to build on this success.  

The introduction of a second flavour was the perfect time to refresh our look, which now demonstrates clear differentiation across the range while retaining RedLeg’s premium positioning.” 

RedLeg Banana Rum is available for RSP £22 from September 2020.