Cockspur adds spice to the UK

11 June, 2012

Cockspur rum is introducing a spiced version in the UK, the first major product launch since the distribution rights switched to Whyte & Mackay in October 2010.

Cockspur Spiced will be sold only in 50cl bottles with an abv of 22% and an rrp of £10.

W&M said the launch was aimed at meeting growing demand for lower abv products and a trend towards fractional bottles in the off-trade.

UK sales director John Bradbury said: “We are increasingly seeing demand for convenience-sized offerings in the off-trade through the growth of 35cl and the decline of 1-litre bottles.

“Consumers want products which are accessible, available at a great price point and have a lower risk of purchase than 70cl.

“The size and abv also provides retailers with a great opportunity for strong profit margins.”

The launch is supported by in-store POS.

Cockspur parted company with previous UK agent Blavod Wines & Spirits in 2010 in a contractual dispute.

The brand – which W&M said was growing at 27% annually – is the official rum of the West Indies cricket team, currently touring England.

Cockspur is produced by Hanschell Inniss of Barbados.

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