Inspired by the vibrant spirit of the Caribbean, AB InBev has created Cubanisto, a distinctive rum flavoured premium beer. The beer has a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle.
The flavoured beer category is worth £115m in the UK and is growing across both on and off trade channels, reflecting consumer demand for new and different flavours. Rum is also in growth, up 29% by volume between 2012 and 2013.
Cubanisto is perfect for nightlife occasions and features an exclusive bottle with a UV-light sensitive coating. In the off trade, Cubanisto will be available in 3 x 330ml packs and single bottles. The eye-catching pack design will be showcased in the on-trade, with bottle glorifiers, stencils and illuminators. In-store activity and point of sale kits will also create excitement around this new brand in the off-trade.
There will be secret consumer experiences which can only be unlocked through social media, and new technology will be used to enable fans to gain access to exclusive content.
AB InBev UK’s Senior Brand Manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends. AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”