BREWER Red Stripe said it plans to be "aggressive in winning a share" of the $2-billion white overproof rum market from the dominant player, J Wray & Nephew, which has 80 per cent of sales.
"We have a target in mind and we're going after it," said brand Public Relations Manager Levaughn Flynn.
Red Stripe officially launched its D&G White Overproof Rum last Friday and is ready to go head to head with the white rum giant.
"We can provide a superior white rum than what's currently on the market," the company said, adding that the rum will be the most affordable.
This competitive pricing is what will make gaining market share in the first year possible, it said.
And although it has been marketing and distributing Hampden Estate's white rum product, Rum Fire, marketing manager Jomo Cato said the launch of D&G White Overproof Rum would not affect the Hampden arrangement.
Instead, the company said the new product "rounds out Red Stripe's extensive brew and spirits portfolio, making it the most complete in the market".
The new product is Red Stripe's latest innovation after the introduction of Talawah Lager Beer, both dedicated to the commemoration of Jamaica's 50th anniversary.
Commenting on feedback from consumers, Flynn said, "people love it", noting that the rum is smooth and easily mixed.
The rum will be supplied by Jamaica Rum Estates and will be bottled at Red Stripe's new $2.5-million spirits plant.
It will be the first time that the company will have its own white rum brand in over 15 years.