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Pirate's Grog expands range with new super-premium rum

Published:  23 March, 2016

Hackney-based boutique rum importer Pirate's Grog has added a new limited edition 13-year-old Central American rum to its range.

Only 777 bottles of Pirate's Grog No.13 will be available - initially through an exclusive arrangement with Harvey Nichols.

It carries a recommended retail price of £79.

Pirate's Grog launched towards the end of 2014 with a five-year-aged golden rum from the island of Roatán, some 40 miles off the Honduran coast.

The company grew 400% through 2015 and expects to maintain a similar rate of growth this year.

A second new launch is planned later in the year to expand a range that currently comprises the Five Year Aged Honduran Rum, a hand-crafted wooden rum gift chest, and Pirate's Grog No.13.

Gareth Noble, managing director, said: "We had a great 2015. Our customers have been hugely complimentary about all our new products and we're proud to be working with some of the UK's biggest brands.

Pirate's Grog 13 bottle shot

"With the launch of Pirate's Grog No.13 this year we want to push the boundaries and capture people's imaginations.

"Customers are searching for more unique and innovative products and we hope to be one of the companies they turn to for inspiration."

The company will be showcasing its range through a beskpoke pop-up cocktail bar at festivals and events throughout the year, including Taste of London Summer Edition, The Big Feastival, Foodies, and Plymouth Flavourfest, among others.

Premiumisation of the rum category is expected by many commentators to be a key trend in the drinks sector through 2016.

Despite rising volumes of rum sales, the category has yet to premiumise, the insight team at Bibendum PLB noted in its end-of-year predictions last December.

However, sales of golden rum were up 18% and dark rum up 9%, the distributor reported, revealing increasing space in the market for premium brands to do for rum what Hendrick's and Sipsmith did for gin.