Ready to cruise: Wild Tiger Owner Gautom Menon (second on the left) presents his rum to other Rum Cruise passengers

Indian premium rum brand Wild Tiger has made its debut in the cruise channel at a three-day event hosted by Sweden’s Eckerö Group.

A recent Rum Cruise onboard the group’s Birka Cruises featured Wild Tiger along with 15 other rum labels and included seminars by brand ambassadors.

Wild Tiger Owner Gautom Menon said: “We couldn’t be happier with the response to our rum from the predominantly Swedish and Finnish cruisers.

“We are going to focus our efforts more on the cruise line channel as we find cruise passengers have more dwell time and space is not a constraint as it is in most airlines and airports. For a new, disruptive and wild brand as ours it’s important we get the message across in an experiential and ‘edutaining’ format”.

Wild Tiger is represented in the Nordic region by Herida Brands of Sweden.

Wild Tiger, India’s first rum produced from a blend of molasses and cane spirit, was launched in Indian duty free in February 2016. It has since been rolled out into numerous domestic markets and duty free locations.

Menon said further key listings in the Caribbean and Latin America were in the pipeline.

As part of its Corporate Social Responsibility policy the brand donates 10% of profits towards tiger conservation in southern India. The company has set up a non-profit initiative called Wild Tiger Foundation which works with other wildlife establishments and prominent tiger experts to save tigers and their habitats.