Red Stripe has introduced a white overproof rum to the market in recognition of Jamaica 50, which the company says will offer greater quality and value for its consumers. D&G White Overproof Rum, which was officially launched on Friday, July 13, represents Red Stripe's second innovation commemorating Jamaica's 50th year of independence following the highly successful introduction of Talawah lager beer.
"D&G White Overproof Rum represents quality and value for our consumers and it will be the most affordable white rum on the market," stated Red Stripe's Head of Marketing Jomo Cato. "2012 represents a special year for all Jamaicans as we celebrate 50 years as an independent nation and that's reason to celebrate. So we're offering our consumers the most affordable white rum to ring in our 50th anniversary."
D&G White Overproof Rum rounds out Red Stripe's extensive brew and spirits portfolio making it the most complete in the market. It's also a part of the company's overall strategy of having a portfolio that represents the best global and local brands.
Diageo, Red Stripe's parent company that owns renowned brands such as Johnnie Walker and Smirnoff, recently made a £300-million purchase for Ypioca, the largest-selling brand of premium cachaça in Brazil. Similarly, Red Stripe said having its own white rum was a logical step for the company based on its significance in Jamaica.
"The rum category has strong value in Jamaica," added Red Stripe's managing director Renato Gonzalez. "We see a great opportunity to offer white rum for our consumers that has great quality, provides great value for them, commemorates our 50th year of Independence and completes our portfolio as the best with the most options for consumers."
Cato added that Red Stripe would be aggressive in winning a share of the white rum market in year one and believes its competitive pricing, which will make it the most affordable white rum option on the market, will make that target possible.
D&G White Overproof Rum is available in 750 ml and 200 ml bottles which have been on the local market since July 1.