CCA launches award-winning rum range
By Andy Young
The Rum Co of Fiji's super-premium Ratu and premium Bati ranges are now available in Australia through Coca-Cola Amatil.
The two new brands, which have won London and San Francisco awards in 2015 and 2016, come into an Australian rum category which is experiencing growth in the premium area.
Senior Brand Manager, Blake Kramer, told TheShout: “Premiumisation has been a hot word in the industry for the last 10 years and obviously we have the growth the whisky category. We’ve also seen the growth in premium bourbon with a number of premium SKUs now available and we feel there is now an opportunity in rum.
“If you look at premiumisation in rum, the volume is not quite there yet compared to some of the other categories like bourbon and whisky, and even compared to vodka, so we believe there is an opportunity for growth in the premium segment of the rum category, to catch-up or even overtake the other segments."
He added: "We believe that our Rum Co of Fiji range brings a unique proposition to the Australian rum market.
“Our mission is to help consumers uncover this award-winning range of rums and showcase Fiji’s heritage, craftsmanship and quality.”
Rum Co of Fiji is owned by Fiji’s leading beverages manufacturer Paradise Beverages, which is part of the Amatil Group and CCA's managing director of alcohol and coffee, Shane Richardson said: "Rum is Australia’s fourth largest spirit category and what’s most exciting for us is that we’re seeing consumers starting to explore the different styles and flavours rum has to offer, and appreciate its versatility. That’s a great driver for growth.
“We’re genuinely excited to be bringing these fantastic quality, award-winning rums to Australia. Already very popular in Fiji, they’re beginning to attract global interest after winning a number of big awards in London and San Francisco, both in 2015 and 2016.
“Outside Fiji, Australia is the first country globally to launch these brands. The reaction from trade and consumers so far has been very positive and we’re looking forward to building Fiji’s credentials when it comes to producing rum of a really phenomenal quality.”
The super-premium Ratu range includes a five-year-old spiced rum, a five-year-old dark rum and an eight-year-old Signature Liqueur. With Ratu having more age to it, it is a rum with a fuller body and more aromas, which means it works well served straight over ice and in cocktails.
The premium Bati brand is available in spiced, dark and white, and can be consumed straight, with a mixer or as a cocktail.
The full range includes:
- Ratu Spiced (40 per cent ABV)
- Ratu Signature (35 per cent ABV)
- Ratu Dark (40 per cent ABV)
- Bati Spiced (37.5 per cent ABV)
- Bati Dark (37.5 per cent ABV)
- Bati White (37.5 per cent ABV).