Brugal “luxury” rum to launch in UK

Maxxium UK is launching a Caribbean rum called Brugal to the off-trade later this month. The rum brand will be aimed at the luxury market and will be available in two variants.

Brugal Anejo Golden Rum (pictured) will be positioned alongside premium golden rums. Brugal Extra Viejo Golden Rum will sit within the super premium golden rum category.

Brugal will be marketed as the authentic Caribbean brand, as it claims to be the only rum distilled, matured and bottled in the Dominican Republic.

The brands will be distributed by Maxxium, which is hoping to replicate the brand’s success in mainland Europe. Brugal claims to be the fourth largest and fastest growing rum in Europe with over 1 million cases being sold a year in Spain alone.

Brugal Brand Manager Karen Dobie says: “The launch of Brugal into the UK is very exciting. It will be a fantastic addition to the Maxxium brand portfolio and that of our trade customers. We feel the brand authenticity and heritage will really resonate with consumers and provide them with an authentic taste of the Caribbean.”


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