Courtesy of DR1.com
Watch it vodka, here comes Brugal white rum
Edrington Group’s Brugal rum brand is launching Brugal Extra Dry‚ its first premium white rum‚ exclusively in the US market through Edrington’s US distributor Remy Cointreau USA.
The Dominican-manufactured rum is aged in Bourbon casks for a minimum of two years, the 40%-abv expression is triple charcoal filtered to achieve clarity and smoothness. The rum is being marketed primarily in New York, Chicago, New Jersey and Massachusetts this month, and is priced at US$19.99 a 750-ml. Distribution is due to expand to the West Coast later this year.
The debut is part of Brugal’s ongoing strategy of boosting its focus on the US market, which Brugal brand development manager Juan Campos calls the "next big market for rum. Brugal Extra Dry’s smooth, dry taste profile is intended to help the brand compete not only against other rums, but also against the vodka category in the US.
“We wanted to break the rule that rum has to be sweet, and create the level of smoothness that is typically expected in an ultra-premium vodka,” says Campos. “We want to steal consumers away from the vodka segment.”
Brugal Extra Dry is also targeting mixologists and bartenders in search of drier alternatives for cocktails, with recipes including the Brugal Dry Mojito and Brugal Dehumidifier (a variation of the Sidecar). In addition to cocktails, Brugal Extra Dry will also be supported by sampling both neat and on the rocks.
Brugal also sells Brugal Anejo, Extra Viejo and Brugal 1888 in the US market, selling 127,000 cases in 2011. Globally, Brugal sold 4.2 million cases last year.