Fairtrade rum to make UK debut

The Organic Spirits Company is to launch the UK's first Fairtrade spirit brand under the Utkins name.

Utkins White Rum will be sold from the end of this month in major multiples including Asda, Sainsbury's and Morrisons, as well as the off-licence chain Booths.

The spirit is 100% organic and will sit next to the firm's organic gin, whisky and vodka products. Priced £11.50, it will compete with conventional rum alternatives such as Havana Club and Bacardi.

The launch of the rum will benefit 800 sugar-cane farmers in Paraguay who will receive a cut of total sales.

Utkins will be exported to Europe, Australia, the US and Hong Kong.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More