NEWS: Seagram aims to spice up the youth rum market

Seagram is considering a PR review for its six-month-old rum brand Morgan’s Spiced to hold its own in the fast-growing spiced rum market.

Seagram is considering a PR review for its six-month-old rum brand

Morgan’s Spiced to hold its own in the fast-growing spiced rum market.



The distiller has approached several consumer PR firms including Cohn

and Wolfe, which already handles Seagram’s vodka label Absolut.



However, Morgan’s Spiced assistant brand manager Kate Athanasi said the

appointment of a PR agency is just ‘one option’ and Seagram is still

looking at its marketing plans for the label.



The company also retains Lowe Bell’s consumer PR company Green Moon to

manage a range of its labels including Morgan’s Spiced and Captain

Morgan rum.



The drink was launched in January to steal a slice of the young persons

spirit sector, dominated by Jack Daniels and Southern Comfort.



Seagram is allocating a marketing spend of pounds 4 million to the

label, according to Datamonitor’s report UK Spirits.



According to reports the company’s goal is to sell 200,000 cases within

five years, making it one of the top spirit brands.



It faces direct competition from Bacardi Spice, owned by Westbay

Distributors, which is also investing around pounds 5 million in

marketing spend.



A third contender is IDV’s product, called Cubero, which is being

offered on trial in selected on-trade premises.



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