The next big thing? Annual sales of rum in the UK burst through the £1 billion barrier for the first time this July, according to data from CGA by NielsenIQ.
To put this in perspective, rum now accounts for a bigger market share than whisky, with premium rums posting a phenomenal 85% increase in sales in the quarter to July 2022.
You don’t get much more premium than Papa Bois cask-aged rum, the inaugural offering from Scottish drinks company Undaunted.
Named after Caribbean folklore’s Protector of the Forest, Papa Bois is an ultra-premium cask-aged rum blend, created from renowned distilleries in the Caribbean.
Blended in Scotland with precious single cask-aged Caribbean rum, it’s then extra matured in one of three types of Scotch whisky casks, where it develops its own unique character.
Two of the world’s great spirit-making traditions and cultures united in one.
Commissioned by Mackerel Media, I worked closely with the client and Pocket Rocket Creative on the packaging, and Smart Cookie Design on the website.
Images courtesy of PRC
John Ormston Copywriting 