AB InBev launches rum flavoured premium beer

AB InBev, the world’s biggest brewer, is launching a new rum flavoured premium beer brand in the UK. Cubanisto , 5.9%abv will be available in on and off trade channels in 330ml bottles – RRP 3x330ml £4.99 – from March 24.

Said to be “inspired by the vibrant spirit of the Caribbean”, AB InBev says the new beer has a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle.

The flavoured beer category is worth £115m in the UK and is growing across both on and off trade channels, reflecting consumer demand for new and different flavours. Rum is also in growth, up 29% by volume between 2012 and 2013 (Nielson stats).

Cubanisto is targeted at nightlife occasions and features an exclusive bottle with a UV-light sensitive coating.  In the off trade, Cubanisto will be available in 3 x 330ml packs and single bottles. The eye-catching pack design will be showcased in the on-trade, with bottle glorifiers, stencils and illuminators. In-store activity and point of sale kits will also create excitement around this new brand in the off-trade. 

There will be secret consumer experiences, which can only be unlocked through social media, and new technology will be used to enable fans to gain access to exclusive content. 

AB InBev UK’s senior brand manager Emily Kraftman says: “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.”

AB InBev UK Ltd is part of Anheuser-Busch InBev. It is the leading global brewer and one of the world's top five consumer products companies. The company strives to be the Best Beer Company in a Better World. For more information, visit: www.ab-inbev.co.uk

10 March 2014 - Felicity Murray The Drinks Report, editor