Non-alcoholic spirits brand Caleño is bringing a taste of Colombia to Waitrose with its new White Coconut rum liquid, launching in over 100 stores nationwide.

The award-winning liquid is one shelves in time for Dry January shoppers, and is also available to purchase from Amazon and Caleño’s website.

The launch comes as non-alcoholic rum is projected to be one of the fastest-growing segments, with a CAGR of 14.1% between 2021-2025 .

Additionally, rum-based cocktails have seen a 12% increase in popularity in bars and restaurants globally over the past year, according to CGA Strategy. Waitrose reported a 28% increase in No/Low sales during January 2024 compared to the previous year². 

Caleño’s White Coconut Rum captures the smooth and sweet exotic taste of fresh coconut with subtle notes of vanilla and pineapple and is perfect for creating alcohol-free Piña Coladas and tropical mocktails. The Piña Colada is still one of the world’s favourite cocktails and this year was ranked the fourth top bar call globally³, proving popular with younger consumers who favour sweeter, rum-based cocktails.

Sarah Holland, Low and No buying manager at Waitrose, said: “Our customers are increasingly seeking out innovation in this space, and Rum is a category we expect to grow in 2025. Caleño’s new ‘White Coconut’ brings something truly unique to our shelves – perfect timing as tropical flavours become the drink trend of 2025”.

Ellie Webb, Founder of Caleño, added: “With rum alternatives projected to outpace non-alcoholic gin by 2026, we’re excited to bring our Colombian-inspired White Coconut to Waitrose customers.

“The launch timing couldn’t be better as Brits seek daily moments of tropical escapism and non-alcoholic varieties of their favourite tropical cocktails”