ker Pusser’s is unveiling plans to add some spice to its portfolio with the introduction of two innovative new SKU’s, plus new look packaging across its range.Historically, Pusser’s had supplied the Admiralty with an unchanged blend for over 350 years, so these new rums mark a major expansion for the brand and the start of a new marketing initiative to support Pusser’s.
From summer 2014, Pusser’s original Old Blue 54.5% ABV will be rebranded as Pusser’s Gunpowder Proof and a new 40% ABV blend, Pusser’s New Blue will be launched.
Pusser’s New Blue has all of the quality and flavour of Pusser’s Old Blue and is made in the same way, but its lower ABV and cost aims to help the brand increase supply and interest in the market.
The ambition for this new lower ABV SKU is to help the brand regain distribution with naval bases and mess bars and to help re-establish Pusser’s as the rum of choice for the Admiralty once again.
Along with the decrease in ABV, the lower price point will allow Pusser’s to become more accessible to the mainstream market.
Pusser’s is also launching Ginger Spiced, a flavoured rum which is also set to attract the younger consumer.
Pusser’s Ginger Spiced rum is rounded and smooth with all the familiar dried fruit, molasses and brown sugar of the usual Pusser’s flavours – but with a kick of fresh ginger and spiced notes.
The launch of these exciting new additions is supported by a 12 month marketing campaign with the launch of all new expressions to the trade at Imbibe LIVE.
The yearlong campaign will encourage the growth volume and distribution across all expressions and a successful launch in both the on and off trade.
The new SKU’s will be available from mid-August, prices start from £20. Contact XX at Cellar Trends to find out about stocking Pusser’s Gunpowder Proof, New Blue and Ginger Spiced rums in your outlet.
