A drink described as India’s first premium rum is gearing up for its UK launch.
Wild Tiger Rum Special Reserve Rum was created in 2006 by Indian drinks entrepreneur Gautom Menon after he spotted a gap in the market for an authentic Indian rum brand.
Menon told OLN that the dark rum brand, which is made from Indian sugarcane, molasses and cane juice, will be available in the UK from September, priced at £19.99 and packaged in a bold tiger-striped bottle.
“We are in talks with Tesco and Waitrose in particular, who are intrigued by the idea of a Diwali special with an Indian spirit label that is authentic to its roots and imagery,” he said.
“The UK market is never an easy one for any entrant, but there is never a better time because premium rum is on a growth trajectory and Wild Tiger is India’s first premium rum. Rum consumers are increasingly getting more educated and have often been left with nothing to chose from the Asian region, which is a great sugarcane producing region of the world. The recognise authentic stories and products; we couldn’t be more excited about this UK launch.”
The brand, which is imported and distributed in the UK by The Offie Ltd, was introduced to the UK market in November 2015 and after a successful trial period the rum is now set for a wider full launch. It is currently available in the USA, Germany, Austria, Czech Republic and Denmark.
The UK launch will be supported by a promotional campaign “Roar this Diwali”, and its website and Facebook page highlights signature cocktails for the brand, such as ‘Eye of the Tiger’ and ‘On the Prowl’; the latter, which combines rum, lemond juice, ginger puree and ginger beer, was created by Global Rum Ambassador, Ian Burrell.
The drink itself is described as being intensely aromatic with hints of vanilla, toasted wood and caramel on the nose. It also has undertones of molasses, candied orange peel, almond and slight oak notes.
Wild Tiger Beverages also donates 10% of its profits towards Tiger Conservation in South India, where it has set up its own non-profit initiative called WTF (Wild Tiger Foundation), working with other established wildlife establishments and prominent tiger experts to save the tiger and its habitat in Southern India.