Travel Retail and Duty Free Business Intelligence    Thursday 24 April 2014

SPIRITS AND WINES

Edrington-owned Brugal rum enters India market with Delhi launch

Published: 08/08/13

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

The Edrington Group has launched Brugal rum in India, a market which the company believes is “warming to the appeal” of this premium spirit that is distilled and matured in the Caribbean.

Brugal Extra Viejo Reserva and Brugal Añejo Reserva were unveiled in the Delhi Duty Free (DDFS) store at Delhi International Airport on 1 July and have been showcased there throughout the month.

Brugal aims to fill the gap for premium rum in India, where the market is dominated by local brands and rum perceived as a budget drink
Edrington Regional Marketing Manager – Asia Travel Retail Claren Wong commented: “DDFS is a very important customer for the Edrington brands and we enjoy an excellent relationship with them so Delhi was the obvious choice for the launch of Brugal rum. Delhi is also the number one airport in India in terms of traffic and sales and the market for luxury and prestige products is expanding.”

Delhi Duty Free Services Pvt Ltd COO Arun Barathi added: “Given the rising demand for rum as a category, we are happy to introduce the world-renowned premium rum brand Brugal at our duty free shops. This is part of our constant endeavour to enhance the shopping experience of our travellers who have an eye for luxury. Created for the progressive and game-changing individuals in mind, we are sure that this rum is sure to ignite the taste buds of the aficionado of luxurious rum.”

In addition, Brugal 1888 has just been listed by Nuance in Bangalore.

Other listings for Brugal rum, including Hyderabad with Nuance and Kalkota with Flemingo, are on the agenda.

Wong continued: “Premium rum is widely regarded as a product with very exciting potential. In India, rum consumption has been dominated by local brands and is perceived as a budget drink. Now Brugal and other international brands are introducing premium dark rums and the response is enthusiastic.”

Bright amber in colour, Brugal Añejo Reserva is slightly woody on the nose with traces of chocolate. On the palate it is silky with overtones of soft caramel and a suggestion of tannin from the American white oak barrels in which it has rested.

Aged for longer, Brugal Extra Viejo Reserva is darker in colour and yet retains its clarity, according to the brand. It has a distinctive woody aroma as a result of aging with refined and complex notes of dry fruit, almonds and a touch of spices. “Smooth and elegant in the mouth, it slips down leaving a delicate and delicious aftertaste,” Brugal said.

Brugal 1888 combines the dry style of spirit characteristic of Brugal rum with a proprietary ageing process to produce a smooth, rich and full-bodied rum. The distilled spirit is aged to maturity in medium toasted American white oak casks, which have previously been used to age bourbon, and then transferred to specially selected first-fill Spanish Sherry oak casks where it is allowed to continue ageing and mellowing.