Family-owned Ian Macleod Distillers has revived Jamaican rum brand Langs with the launch of a banana-flavoured expression in the UK.
Langs Jamaican Rum was originally imported in 1861 when it was brought to Glasgow from the Caribbean. The original recipe for Lang Bros Banana Rum was showcased at the Edinburgh international Exhibition in 1886.
The Lang Brothers brand joined Ian Macleod Distillers’ portfolio in 2003 as part of the firm’s acquisition of Highland whisky distillery Glengoyne from Macallan owner Edrington. According to Ian Macleod, Langs Rum was no longer being sold by Edrington by that point.
Now, Ian Macleod Distillers has revived the Langs brand with its own take on the banana bottling. The new expression is a blend of unaged and ex-Bourbon American white oak cask aged Jamaican rums. It has been distilled in both pot and column stills and infused with natural fruit flavour.
‘Disruptive addition to rum category’
Neil Boyd, UK managing director of Ian Macleod Distillers, said: “At Ian Macleod Distillers, we’re continually looking at trends and listening to our customers and consumers, which is why we’re thrilled to announce the relaunch of Langs Jamaican Rum, a classic from the 1860’s.
“This fresh, disruptive addition to the rum category couldn’t have come at a better time, and we’re confident our customers will be just as excited about this release as we are.”
The new rum combines natural ripe banana with toffee and offers tropical fruits and earthy notes on the nose.
Langs Banana Rum is the first flavoured rum in Ian Macleod’s portfolio, which includes King Robert II Dark Rum and White Rum, and Watson’s Demerara and Trawler dark rums.
The banana variant is the first in a new range of flavoured rums from the Langs brand, which will be released in the coming months. Ian Macleod has planned a phased roll out for the brand in the UK on-trade.
In the 12 months to June 2019, UK consumers bought 35 million bottles of rum, worth £1 billion (US$1.3bn), according to figures from the Wine and Spirit Trade Association. UK sales of spiced and flavoured rum grew by 80% between 2014 and 2019 to surpass 10m bottles.
Barbara Turing, innovation manager at Ian Macleod Distillers, said: “The rum boom continues to grow and is showing no signs of slowing down. Consumers are increasingly seeing rum as a category in which they can find exciting and sophisticated drinking experiences, so we felt this is the right time to revive a brand that fits perfectly with these trends.
“Our rum benefits from the best of both countries; the finest rum from Jamaica infused with natural banana flavour in Scotland. Since we’re all enjoying some late summer sun, it really is the perfect opportunity to enjoy liquid sunshine in a bottle.”
Ian Macleod kicked off the brand’s launch with a popup rum shack on Camusdarach beach on the west coast of Scotland, known for its resemblance to the Caribbean. The beach bar will open this Saturday (19 September) from 1pm to 4pm, offering complimentary rum cocktails.
Langs Banana Rum (37.5% ABV) is available to buy now from Tesco stores across Scotland and on Amazon in the UK from next week (21 September), priced at RRP £25 (US$32.40) per 700ml bottle.