Wine brand 19 Crimes is breaking convention and taking the spirits category by storm with the launch of their brand new 19 Crimes Spiced Rum, which is launching into the UK this month.
The 19 Crimes Spiced Rum heroes the flavours of tropical fruit with aromas of mango and pineapple with notes of caramel, molasses, and a hint of vanilla.
The flavour is sweet with upfront toffee, exotic fruit notes and a hint of cocoa. Notes of oak and sugarcane molasses round out the body with typical rum notes, finishing with a long fruity finish with a hint of vanilla and spice, creating a perfect and refreshing full-flavoured spirit.
The 19 Crimes Spiced Rum is a new and disruptive take on the rum category, with a product that is aimed at recruiting consumers into the world of rum. Unlike other rum brands, the 19 Crimes Spiced Rum is the only spiced rum available on shelves that has a convict fronting its square bottle and an augmented reality label bringing to life the character of escapee Mary Bryant.
On why the brand is delving into the rum scene, Russell Kirkham, head of regional marketing EMEA Treasury Premium Brands commented: “The 19 Crimes range of wines have been hugely successful. 19 Crimes is known for being a daring and rebellious brand that breaks the rules.
“After experimenting with barrel aged wines with our 19 Crimes Uprising range, we wanted to push the boundaries even further – taking a bold leap and creating a 19 Crimes Spiced Rum was the next natural step for us as a brand.
“The 19 Crimes Spiced Rum is a new and disruptive take on the rum category with a product aimed to open the eyes of the younger consumer to a world of high-quality spirits” shares Kirkham.
The 19 Crimes Spiced Rum has been created in partnership with international spirits business Quintessential Brands. Enzo Visone the CEO & Founder commented: “We are extremely excited to be beginning 2024 with a new venture into the Spiced Rum Category in conjunction with our Partners Treasury Wine Estates and their hugely successful brand 19 Crimes.
“We have a strong track record at Quintessential Brands of working in conjunction with major wine and spirits brands, so I know that together with the fantastic team at TWE and our Commercial and Production teams at Quintessential Brands, the 19 Crimes Spiced Rum will be a huge success!”
The 19 Crimes Spiced Rum label has been created in partnership with Tactic Studio, who used Augmented Reality to bring to life the character of Mary Bryant, one of Australia’s most infamous convicts, who along with five others escaped the early convict settlement at Botany Bay and ventured north.
Surviving treacherous seas and deadly storms their journey took them through the Great Barrier Reef and to the island of Timor, where the sight, smell and taste of tropical fruits and spices filled the air.
Peter Oberdorfer, president & ECD at Tactic Studio shared their enthusiasm for 19 Crimes expanding into the rum category “Augmented Reality labels have been hugely successful in the wine category, and we’re delighted to see that this is now transitioning into rum and shaking up the spirits industry.”
