UDV contracts out rum distribution to concentrate on core brands

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Related tags: Rum

UDV has handed over distribution of its only rum in the UK as part of its focus on core brands.It has awarded the contract for Cockspur Golden Rum,...

UDV has handed over distribution of its only rum in the UK as part of its focus on core brands.

It has awarded the contract for Cockspur Golden Rum, made in Barbados, to FD Brands, based in Tongham, Surrey.

UDV has retained a 25 per cent interest in the brand, which is made alongside its coconut-rum Malibu at a distillery owned by Hanschell Inniss.

FD Brands managing director John Hooker said: "Our spirit business has grown by 35 per cent in the last 12 months and the addition of this famous brand will enhance our portfolio."

Produced since 1884, Cockspur is benefiting from the growth in the UK's golden rum sector, which has grown to 170,000 cases a year - while dark rum declines and white rum remains static at 1.1 million.

Cockspur's international brand director Craig Williams said: "The brand is ideally placed to benefit from its traditional and loyal Caribbean rum drinkers as well as the growing interest in character rum coming from younger drinkers."

FD Brands' portfolio includes Oranjeboom and Shanghai lagers, flavoured schnapps and Black and White Russian.

It plans to unveil its plans for Cockspur next month but Hooker said: "Initial trade feedback to our intended brand positioning has been very positive."

Related topics: Beer, Spirits & Cocktails

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