Food & Drinks

Beach Bum Rum launches in India – The Spirits Business

Mauritian rum brand Beach Bum Beverages has secured distribution with Alcohaulers in India.

Beach Bum Beverages comprises a gold and white rum

The brand’s range comprises the Beach Bum Rum Gold and Beach Bum Rum Silver, both bottled at 40% ABV.

The rums were developed by Scottish entrepreneur David Adamson, who visited Mauritius on a trip in 2016. He sought to create rums infused with the spirit and flavour of the island.

He said: “We’re very excited to be entering one of the world’s biggest rum markets, and believe that Beach Bum will be a great hit.

“The Indian drinks segment has seen rapid growth in value over the last five to seven years and consumers are now searching for authentic craft products like Beach Bum.”

The brand will roll out in Bangalore, Goa and Mumbai initially through Alcohaulers, with a focus on premium on- and off-trade venues.

Described as a ‘fresh tropical rum’, Beach Bum Rum Silver is recommended served with simple mixers or as the base for cocktails such as the Daiquiri. Meanwhile, the gold rum can be consumed in serves such as the Piña Colada, combined with a mixer or over ice.

Beach Bum Rum is available in nine international markets, after launching in October 2020.

The Silver and Gold iteration are both priced at £29.99 (US$41) per 700ml bottle. The rums are available to buy online from Master of Malt in the UK.

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In January this year, the brand launched in the UK, and was released in Latvia, Romania and the US the following month. In May, it signed an exclusive distribution agreement with Extraprodukty in Slovakia.


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