The Kraken Rum enters RTD category

Dark rum brand The Kraken Rum has announced its entry into the ready-to-drink (RTD) category with the release of three new canned cocktails in the US.

With the US RTD market expected to continue to expand at a compound annual growth rate of more than 13% until 20301, Kraken says it is leaning into the category to offer consumers a convenient option to bring their rum cocktails wherever they explore this summer.

“As the demand for ready-to-drink beverages continues to boom and category growth rises, we’re eager and thrilled to introduce a new and convenient way for consumers to enjoy their favourite rum cocktails in three carefully curated flavours,” said Lander Otegui, senior vice president of Marketing at Proximo Spirits. “As one of the only dark rum-based RTD offerings on the shelves, our Kraken Rum cocktails offer an unexpected way to add a little extra fun to your summer plans whether you’re sipping at home or on an adventure at sea.”

Named for the sea beast of myth and legend, Kraken is celebrating its newly released RTD cocktails by giving rum drinkers a chance to win a squid spotting expedition around the island of Roatan in Isa Guadalupe via KrakOpenSummer.com.

The Kraken Rum cocktails in a can flavour variants include:

  • Kraken & Cola: Balanced cola spices and spiced rum upfront with light citrus on the nose. Rich vanilla and caramel undertones. Finishes with toasted oak and sugarcane.
  • Kraken & Ginger Beer: Candied ginger and honey on the nose. Woody, spicy ginger starts upfront and lasts throughout. Finishes vanilla with subtle tropical fruit and brown sugar.
  • Kraken Rum Punch: Balanced pineapple, cherry, and citrus on the nose. Tropical pineapple upfront with juiced limes throughout with building maraschino and sunburst orange. Finishes ripe mango and citrus peel.

Kraken Rum ready-made cocktails are 5% ABV and sold in 4-pack cans as well as a variety of single-serve tray packs in Arizona, California, Colorado, Connecticut, Florida, Georgia, Hawaii, Maryland, Massachusetts, Minnesota, Missouri, Ohio, Rhode Island, Tennessee, Texas, Washington, and Wisconsin at a $12.99 MSRP. Additional variants will belaunching nationwide early next year.

Related content

Leave a reply

CanTech International