NEW YEAR, NEW LISTING AS PALM BEACH RUM LIQUEUR LANDS IN ICELAND

Palm Beach Rum

Following ICB’s (Intercontinental Brands) successful Palm Beach brand launch, the UK alcoholic drinks manufacturer and distributor enters the new year with a brand new retail listing for the rum liqueur brand.

Now available from Iceland, the listing is a first for the distinctive Pineapple & Salted Caramel flavour, which brings a unique taste offering to the retail market with flavours of sun-ripened pineapple and buttery salted caramel. The blend compliments the brand’s existing flavours, which include Palm Beach Banana & Butterscotch (launched in Tesco in September 2020 and now also available in Iceland), developed for the curious and experimental consumer.

The latest listing responds to retailers’ realisation of the Rum Renaissance, driven by the continuing trend for experimentation and the desire for unique tastes across categories among UK drinkers. This trend has been particularly pervasive among the rum and gin liqueur category, with increased introduction of market flavour profiles, reflecting diversifying consumer choices.

High consumer desire for flavoured rums, and in particular pineapple and caramel flavourings, is evidenced by recent data[1] which revealed that four out of the top 10 mainstream cocktails were rum-based. Pineapple was named the fourth most popular cocktail flavour, while caramel and salted caramel flavours have become one the largest trends in the confectionery, bakery, and desserts market, with the UK caramel ingredients market predicted to grow by 7% by 2021.

Clare Gibson, Marketing Director at ICB Ltd which owns Palm Beach, said:

“We’re delighted to be extending our stockist listings for Palm Beach, following its successful launch in Tesco with two flavours. The positive response we’ve received from the brand launch only evidences what we’re witnessing industry-wide, that consumers are increasingly looking to experiment with rum-based flavours and serves.”

With demand for innovative flavours constantly growing, the flavoured rum sector is predicted to continue to grow and be a big trend as we head towards 2021*. Rum liqueurs are recognised as part of that movement, offering a versatile option which can be paired with different mixers or included within a cocktail.

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