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Kraken Rum launches new Gold Spiced expression and campaign

Kraken Rum has announced the release of a Gold Spiced Rum expression, bottled at 35% ABV and available in 1l and 1.75l bottles.

Proximo Spirits commissioned a third-party double blind test study against a spiced category competitor, which revealed the popularity of the Gold Spiced Rum’s flavours.

The producers have described the expression as having aromas of caramel, oak and banana bread, with notes of molasses and dark spice on the palate.

Commenting on the release, senior vice president of marketing Lander Otegui: "As gold spiced rum occasions are now the highest among the rum category, we are proud to introduce this new offering from The Kraken, with a flavour profile all its own We are confident that this product will be the new gold standard in spiced rum thanks to its superb taste that we know matches what our consumers are looking for."

Along with the expression, the brand has launched a visual campaign titled Tale of Gold, directed by Rich Lee. Moirai Films has produced the campaign, which features a 15-second, 30-second and 60-second spot. Shot over a number of days in South Africa, they will appear on various social media platforms.

Consumers have an opportunity to win a Golden Hour experience in the Dominican Republic, which can be entered here.

21 April 2023 - Bradley Weir