Reeftip Drinks Co. is Diageo Australia's new drinks brand. The brand recently staked its claim in the increasingly popular spiced rum category. Head of innovation at Diageo Australia, Hayden Abercrombie, expresses that "rum is starting to gather momentum - it's now outrunning gin growth in the UK." The brand saw this as an opportunity, especially seeing how consumers' desire to buy local has never been stronger.
Reeftip Drinks aims to provide Australians with local spiced rum beverages without sacrificing the safety of the planet. The company is committed to maintaining responsibility goals in its partnership with the Coral Nurture Program. It will thus conduct its spiced rum endeavors accordingly. Consumers can enjoy three ready-to-drink rum beverages: Ginger, Lime & Soda; Pineapple, Lime & Soda; Mango, Coconut & Soda.
What's Driving This Trend
- Local Craft Spirit Boom
- As the desire for local, sustainably-produced beverages grows, there is potential for craft spirit companies to stake their claim in the market with responsible production practices.
- Spiced Rum Innovation
- With spiced rum sales outrunning gin growth, there is an opportunity for companies to innovate and experiment with new flavor combinations and production techniques.
- Ready-to-drink Cocktails
- As consumers seek convenience without sacrificing taste or quality, the ready-to-drink cocktail market has potential for growth and innovation.
Who This Affects Most
- Craft Spirits
- Craft spirits companies can differentiate themselves by prioritizing local and sustainable production practices, offering unique flavors, and utilizing marketing strategies with a focus on community.
- Distilleries
- Distilleries producing spiced rum can innovate by experimenting with new flavor combinations and production techniques to stand out in a competitive market.
- Ready-to-drink Beverages
- Ready-to-drink cocktails can capitalize on convenience and quality by targeting busy consumers with innovative packaging, unique flavors, and high-quality ingredients.
