Ab-Inbev moves into spirit beers

06 March, 2014

AB-InBev has launched a rum-flavoured beer called Cubanisto to capitalise on the burgeoning market for spirit infused beers.

Off-trade sales in the category doubled in value to £27 million over the past year (Nielsen, 52 weeks to October 12, 2013).

Cubanisto will take on SHS’s Cuvana, another rum-flavoured beer, along with category stalwart Desperados and other brands like Amigos, Dead Crow and Buddy’s.

Ab-Inbev said Cubanisto has “a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle”.

It will be available in single bottles and three-packs.

Senior brand manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends. AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”

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