Swedish cider producer Kopparberg has expanded its spiced rum range with the launch of an expression infused with blackcurrant and blackberry flavours.
The new Dark Fruit Spiced Rum is the second rum from Kopparberg, following the “hugely successful” release of Cherry Spiced Rum in June 2020.
Rob Salvesen, head of marketing at Kopparberg, said” “Following the success of our Cherry Spiced Rum launch earlier this year, our new Dark Fruit variant allows existing and new Kopparberg Rum fans to discover a new way to enjoy the bold fruit flavours the brand is famous for.
“We are always looking for new ways to engage our customers and introduce the brand to new audiences – we were thrilled with the reception our fans had to our cherry variant, and the bold flavours of blackberry and blackcurrant and rum felt like a natural fit.”
The new variant is available to buy from Tesco and Booker stores, priced at RRP £20 (US$27) per 700ml bottle. It is bottled at 37.5% ABV and recommended served over ice or mixed with cola.
Kojey Radical collaboration
The brand has teamed up with British rapper Kojey Radical, real name Kwadwo Adu Genfi Amponsah, on the creation of 500 t-shirts inspired by the new rum. The partnership is part of an initiative to support independence across the music and drinks industry, Kopparberg said.
Kojey Radical said: “I attribute a lot of my success to performing at small and independent venues in London and when Kopparberg, as an independent brand with a love of music, approached me to collaborate, it seemed like the perfect way to show my support.
“Rum is my go-to drink before a gig and this artwork is a symbol of feeling like a superhero when creating, with the intention of making others feel that same energy when they’re interacting with the creation, be it music, videos, or visual art.”
Profits from the sale of the t-shirts will go directly to Music Venue Trust, a charity helping to financially support independent music venues.
Salvesen added: “Our partnership with Kojey Radical highlights the importance of supporting the night time economy and late-night event spaces, now more than ever. We’re delighted to offer our support to the Music Venue Trust at this crucial time and look forward to a time soon when we can all enjoy live music together again.”
The t-shirts carry the words ‘Different in the Dark’, the tagline for Kopparberg’s campaign to support the release of the rums.
The limited edition line of t-shirts are available to buy online from Everpress, priced at £30 (US$40) each.