The golden age of Cockspur Rum

The golden rum category is currently experiencing a boom and with WIRSPA’s* generic campaign to promote the Authentic Caribbean Rum marque now in full swing, rum is the hottest spirit in town. Despite the tough market conditions, sales of Cockspur Rum have been buoyant, with a 25% increase year on year. Not bad for a brand which less than ten years ago, had little presence in the UK market beyond the ex-pat community. Cockspur is also enjoying considerable success in other export markets, with the US, Canada and Bermuda now all well established. In the last couple of years, Cockspur has successfully launched in new markets including Italy, Spain, South Africa and, most recently, Ireland and Australia.

With listings in four of the UK’s major retailers - Asda, Somerfield, Waitrose and Tesco, the latest to join the rum party, the Cockspur rooster is punching well above its weight and the brand is now a major player in the golden rum sector. In the on-trade, too, Cockspur is really making its mark, with listings in upmarket cocktail bars, restaurants, pub groups, hotel groups, sports bars and trend bars including Artesian at the Langham, Bateman Brewery, Geronimo Inns, Marstons Inns & Taverns, St Austell Brewery, Thwaites, Porterhouse, Chancery Inns, The Sports Café, The Mint Group, Apres Bar, TGI Fridays and Corney & Barrow.

Cockspur – the cricketer’s rum
Much of Cockspur’s success in gaining new listings in both the off- and on-trade can be attributed to its strong association with cricket.  In Barbados, Cockspur is known as ‘the cricketer’s rum’ and it has fast become the cricketer’s rum in the UK, where cricket is the UK’s number 2 TV spectator sport.

Cockspur is now in the second of its hugely successful three year sponsorship of the English Test Match grounds and looking forward to an exciting 2009 Test Match Series which kicks off on Wednesday 6 May with England facing the West Indies at Lord’s. Later in the summer, England will face tough opposition in the Ashes Series as Australia fight to retain the title.

Cockspur’s position as the official spirit of English test match cricket grounds last year resulted in exposure of the brand to around 40 million people world-wide, with prominent Cockspur bill-boards at all the major matches and a comprehensive brand presence. Cockspur captured the imagination of cricket fans all over the UK and introduced thousands of cricket spectators to the famous Cockspur Mule cocktail (Cockspur rum, ginger beer and lime) at Cockspur’s popular ‘rum shack’, present at each test match ground. As the series gathered momentum, Cockspur proved that cocktails are not just for sophisticated bars. In fact, rum sales outstripped wine sales in many of the test match grounds.

Cockspur also sponsors the English Cricket Board’s Twenty 20 club tournament and is a senior commercial partner to the Professional Cricketers Association, supplying Cockspur to all PCA events. Cockspur also sponsors the infamous ‘Barmy Army’, some of Cockspur’s most loyal fans.

Cockspur Fine Rum is very versatile – its motto is ‘there are no rules. It can be used in easy, accessible cocktails such as the Cockspur Mule (see above), Cock ‘n Bull – Cockspur Rum and Red Bull and the TGI Fridays special creation, the Hurricane Cocktail (Cockspur, passion fruit juice and grenadine, topped with orange and lime juices).

Cockspur’s premium golden rum, Cockspur 12 can be used for more sophisticated cocktails such as the Old Fashioned or Artesian’s bar manager and rum fan, Ed Viita’s creation, the Cockspur Healthy Heart (with pomegranate), served in a Martini glass, or straight up, on the rocks or as a sipping rum, comparable to an aged Malt or Cognac.

Cockspur Rum will be available for tasting on the West Indies Rum and Spirits Producers Association (WIRSPA) ‘Authentic Caribbean Rum’ stand (number TBC) at DISTIL, which takes place at Excel from 12-14 May inclusive.

For more details, contact:

Katharine O’Callaghan
Callaghan Communications
Tel: +44 (0)1425 629988
Mobile: +44 (0)7951 960898

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