André Levy, CEO of Protégé International, recently told Americas Duty Free that the company is planning on launching a premium rum to go alongside THE WILD GEESE® Golden Rum, released last year. The rums are an extension of THE WILD GEESE® Irish Whiskey range, which includes Rare Irish Whiskey; Limited Edition; Single Malt; and Classic Blend expressions.
“We’re hoping to have the new premium rum ready for Cannes,” Levy told us. “At the moment we haven’t done too much in duty free with THE WILD GEESE® Golden Rum as we believe it’s better to approach operators with two SKUs—the value for money rum which we currently have and the upcoming premium rum.”
THE WILD GEESE® Golden Rum is a blend of Caribbean rums aged up to five years and Levy tells us that those who try it often perceive it as being a more expensive liquid. Until the premium rum is released, though, Levy sees a home for THE WILD GEESE® Golden Rum mostly in the on-trade. The skull on the label glows under black light and would fits perfectly in trendy night spots around the world.
“The skull is a representation of pirates, and many people don’t know this but about 15% of pirates in the Caribbean were actually Irish,” Levy tells us. “Tradition and the story of THE WILD GEESE® is very important to our whiskey range, and keeping a sort of continuity in the story was a prime consideration for us when releasing this rum.”
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