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Tropical twist for RedLeg with new Banana Rum

Rum company RedLeg is adding another tropical twist to its range with the launch of its latest flavoured expression: RedLeg Banana Rum. 

It is the second flavoured expression to join RedLeg's range alongside its Pineapple Rum, which launched in Tesco stores in October 2019. The release is accompanied by a label rebranding across the RedLeg range, completed in conjunction with Butterfly Cannon.

To make the banana rum, RedLeg's original Spiced Rum (infused with vanilla and ginger) is infused with 100 per cent natural banana, in a celebration of one of the Caribbean's best-loved flavours. RedLeg says the flavoured rum pairs well wth simple mixers or can bring an interesting twist to classic cocktails such as the Espresso Martini or the Old Fashioned.

Sarah Kingsbury, marketing manager at the RedLeg Rum Company, said: "RedLeg Pineapple Rum has performed well in major retail and has recruited new drinkers to RedLeg, delivering incremental sales for the brand. We're confident that the launch of RedLeg Banana will continue to build on this success. The introduction of a second flavour was the perfect time to refresh our look, which now demonstrates clear differentiation across the range while maintaining RedLeg's premium positioning."

According to IWSR research, RedLeg Spiced Rum achieved the highest cumulative annual growth rate in volume and value of any rum or spiced rum brand in the UK between 2013 and 2019.

RedLeg Banana Rum will be available from September 2020 with a recommended price of £22.

19 September 2020 - Bethany Whymark