The UK’s leading premium flavoured white rum is set for continued growth in the UK as a distinctive new packaging inspired by the golden era of travel is released to the trade. The new design for Koko Kanu – an aged Jamaican rum blended with coconut flavour – is set to capture the attention of discerning urbanite drinkers looking for a fun, light and refreshing drink.
The striking new label, which encapsulates imagery of tropical island life in a stand-out ‘K’ motif and detail of the product using 1950s travel iconography, is placed on a new bold, clear squared glass bottle. Exotic travel to far-flung islands was a fantasy for most before the jet engine came into commercial flight use and the golden era of air travel was born. Curious travellers then went on to explore the undiscovered delights of tropical paradises such as Jamaica.
Commenting on the new design, Campari UK Marketing Director, Nick Williamson, said: “Since Koko Kanu launched over a decade ago it has quietly worked its way up to become a firm favourite with bartenders who like the round, full-bodied rum characteristics that come from having a 37.5% ABV.”
“The new pack design is sure to appeal to the new generation of drinkers who revel in the same care-free attitude of the first jet-setters that were seduced by the untamed beauty and seductive vibes of Jamaica. It was the golden age of air travel and Koko Kanu cocktails are designed to give consumers the same alluring island adventures as those early travellers, even it is just during the briefest of sips.” Continued Nick.
With the Pina Colada’s reputation as a hidden pleasure, Koko Kanu is expected to appeal in both the on and off-trade as consumers look for an easy drink to make at home. (The Pina Colada is the UK’s 2nd most frequently drunk cocktail: CGA report, April 2016.) As demonstrated by Rum Ambassador Ian Burrell on Sunday Brunch (22 May), equal parts of Koko Kanu and pineapple juice shaken and served chilled is a fantastically simple way to get a taste of the tropics. Named the Koko Kolada, the cream-free version of the Pina Colada is sure to appeal to the growing number of consumers looking for ‘skinny’ options in their drinking repertoire.
To accentuate the coconut flavours, rums with coconut notes produced at the Wray & Nephew distillery are chosen by Master Blender, Joy Spence. The rum has been aged for one year before being charcoal filtered and blended with the coconut.
The new pack, created by brand consultancy and design agency Brandhouse, will be available from mid of July 2016 in Sainsbury’s and Ocado and to the on-trade from October. A 70cl bottle has an RRP of £19.
Koko Kolada (created by Ian Burrell)
50ml Koko Kanu
50ml pineapple juice
Shake ingredients over ice, strain into a chilled coupe glass and garnish with a sprinkle of nutmeg.
Koko Daiquiri
50ml Koko Kanu
25ml lime juice
1 teaspoon caster sugar
Shake all ingredients over ice and double strain into a chilled martini glass
Koko Mojito
50ml Koko Kanu
25ml lime juice
2 teaspoons caster sugar
Dash soda water
8-10 mint leaves
Add leaves, lime juice and sugar into a high ball and muddle gently. Add Koko Kanu and fill glass with crushed ice. Add dash of soda before topping with more crushed ice and a mint sprig garnish.
DRINKS ENTHUSIAST 