First UK campaign for Koko Kanu

J Wray & Nephew has initiated its first major consumer campaign for its premium Jamaican coconut rum, Koko Kanu.  The campaign follows continued on-trade popularity and will see the UK’s only full strength coconut rum extend its focus to secure Koko Kanu listings nationally in the grocery and convenience channels.

A series of consumer sampling events and brand tie-ups will take place throughout the year and sit alongside PR, social media programmes and consumer media partnerships to boost the brand’s wider profile.  A new serve strategy, tailored around the summer and Christmas trading periods will also be launched to encourage trial and introduce new drinkers to the brand and coconut rum category.

Pietro Mattioni, managing director at J Wray & Nephew comments: “This is a very exciting time for Koko Kanu as we start to reach out to the trade and get consumers experimenting with the liquid. While we are building Koko Kanu as a must-stock in bars for cocktails, we are working hard to secure additional accounts to boost visibility and awareness to support the work we are doing to grow the brand in the off-trade. 

“Flavoured rum continues to outshine the total category, driving growth and experimentation and we feel now is the ideal time to capitalise on the opportunity and create a platform for Koko Kanu to thrive. Activity on Koko Kanu will communicate the brand’s heritage and credentials, engaging directly with consumers and ensuring the bartenders’ choice now also becomes the consumer choice.”

In the on-trade, total flavoured/spiced rum is worth £122.7m, up 16.9% in value and 14.6% in volume (CGA). The category is also a success in the off-trade where total flavoured/spiced rum is worth £64m and is growth in value and volume, up 18% and 13% respectively (Nielsen).

Koko Kanu is currently available in Browns and All Bar One venues, as well as Amazon, Selfridges, The Whisky Exchange, The Drinks Shop, Majestic Wine, The Whisky Club and Drinks Direct in the off-trade. RRP: £19.99

About Koko Kanu:

Koko Kanu blends white aged rum with coconut to create a 37.5%abv flavoured rum that is named in honour of Jamaica’s original inhabitants, the Arawak Indians who influenced the colourful culture, history and language of the island. Koko Kanu has been adopted by leading bartenders nationwide and is used in cocktails as well as simple serves or over ice.

J Wray & Nephew is owned by Gruppo Campari.

30 June 2014 - Felicity Murray The Drinks Report, editor