Fast-growing Indian spirits producer Wild Tiger Beverages is unveiling a new collection of rum miniatures into travel retail.
Named the ‘Rumtastic Rum Box’, its first edition includes 20 different rums from countries in six continents including Australia, Antigua, Barbados, Denmark, Indonesia, Panama, Belize, Brazil and Mauritius. Wild Tiger’s own rum, Wild Tiger Special Reserve, represents India.
Wild Tiger said that it had already received “significant pre-orders” for the Rumtastic Rum Box from major travel retailers.
The rum box will soon be introduced in a ten-pack variant, designed for airlines and cruise ships. Its producer also revealed plans for limited edition versions for the 2020 Olympics in Tokyo, Japan, and for the Chinese Year of the Tiger in 2022.
Activations for engaging potential buyers in duty free include the ‘Rum Roulette Experience’, where travellers can spin the ‘Rum Wheel’ and try the corresponding rum. In addition, the product’s box is marked with a QR Code which takes the consumer to a website with information about the individual rums. The Rum Roulette Experience can also be played online.
Wild Tiger Chief Brand Officer Gautom Menon said: “We are optimistic about the opportunities in the tax free industry, which we believe will see the next new wave of drink connoisseurs and millennials embracing unique and standout rums as their preferred drink of choice.”
