D&G launches white overproof rum

Hasani Walters, Gleaner Writer

For years, talk of creating a white rum has been circulating inside the offices of Red Stripe. Now, it has finally materialised.

On Friday, the company launched its first ever, white overproof rum.

In a grand celebration on Red Stripe's football field, members of staff, executives and the public came out to witness the feat.

In the early stages of the night, musical selections from the disc jockeys kept patrons entertained before officials made their way to the stage to give the audience an official introduction to the new product.

Jomo Cato, Red Stripe's head of marketing, told The Gleaner why the company decided to venture into the white rum market saying: "We have seen tremendous value in the white rum market which is the biggest spirit category in Jamaica, and beyond just the business opportunity, we think that we can come in and make a valid proposition to consumers which is better than anything else on the market. We come into the market at $60 dollars per drink which is really a fantastic price for the consumers because we think they should be able to access our brands without stretching too far into their pockets. D&G rum is great tasting and we felt we could offer an alternative to our customers."

But what will be the difference between this and the other brands?

Cato shared that the proof is in the tasting and that they have made what they are confident, is the best tasting white rum on the market right now.

Red Stripe's innovation manager Rory Burchenson also shared that in trying to kick off the brand the right way, the public will be seeing the rum everywhere including at some top events in Jamaica.

Instrumental in producing the product, Burchenson said it's an easy choice over other rums as "it's so smooth and the process in which we distilled this rum is second to none." The quality, he said, is there to justify that.

The rum marks 'four for four' for Red Stripe, as in the past three months it has launched a new product in each - Malta Light, Red Stripe Light flavours and Tallawah.

So what's next on the agenda? "More spirited things!" was the only hint Cato gave.

D&G White Overproof Rum will be available in 750 and 200 ml sizes at $850 and $250 respectively. A drink will cost $60 and is available "anywhere rum is poured."

The night's proceedings were topped off by an energetic performance from Bounty Killer who rocked the audience.