Caleño, the tropical non-alcoholic spirit brand that bottles up the vibes of Colombia, today announced the launch of two new flavoured non-alcoholic rums – White Coconut Rum and Mango & Passion Fruit Rum. The move into the non-alcoholic flavoured rum category aligns with Caleño’s significant expansion in the United States, a rapidly growing market, and reflects the broader trend in the no and low alcohol sector, which is projected to grow by 30% annually, outpacing conventional spirits at 6%1.
Within the no and low alcohol category, rum is projected to be one of the fastest-growing segments, with a CAGR of 14.1% between 2021-20252. Additionally, rum-based cocktails have seen a 12% increase in popularity in bars and restaurants globally over the past year, according to CGA Strategy.
“The UK is a major hub for innovation in the no- and low-alcohol ‘spirits’ category, and we’re expecting double-digit growth this year,” said Ellie Webb, Founder of Caleño. “Rum is also having a moment, with the UK market now the third-largest in the world, valued at £1.17 billion.”
The brand’s success in the on-trade has been a key driver behind the expansion into the non-alcoholic flavoured rum category. Caleño has seen its rate of sale climb as much as 200% in some national chains, with its most popular cocktails being alcohol-free versions of classics like the Mojito, Daiquiri, and Piña Colada.
“Younger consumers are driving the no/low growth, and they tend to gravitate towards sweeter, rum-based cocktails,” continued Webb. “Non-alcoholic rum is massively underserved in retail compared to gin, so we see a significant missed opportunity that Caleño is perfectly positioned to capitalise on with these new flavours.”
Caleño’s new White Coconut Rum and Mango & Passion Fruit Rum offer consumers delicious, non-alcoholic alternatives to traditional rum cocktails. The White Coconut Rum has the smooth and sweet exotic taste of fresh coconut with subtle notes of vanilla and pineapple, while the Mango & Passion Fruit Rum has notes of ripe mango, guava, fresh passion fruit, and hints of lime.
According to Nielsen data, the top-selling rum flavours in the alcoholic segment within grocery are predominantly tropical, including mango, pineapple, passion fruit, and coconut – aligning with Caleño’s new liquids.
“Tropical cocktails are driving significant growth in the on-trade, and Caleño’s new flavours work perfectly as a base for these rum-based cocktails,” said Webb. “The new flavours will help cement our position as a leader in the alcohol-free rum segment, allowing us to further capitalise on the growing demand for sophisticated, non-alcoholic options.”
Since entering the USA market in 2023, Caleño has secured four product listings with the largest alcohol retailer in the US (Total Wines & More). Caleño is also available in national restaurant chains such as Planta, where they are currently the third best-selling cocktail on menu. Florida is the largest rum market in the USA and is already Caleño’s best performing state in the US.
Caleño’s new non-alcoholic tropical rum flavours will be available for purchase on the brand’s website and through Amazon from 30th September 2024 RRP £18.
www.caleñodrinks.com