Black Tears Dry Spiced has shown an increase of 150% in volume and 109% in value in the past 52 weeks versus the previous period (October 2024, w/e 05/10 data) in the modern retail channel, according to Nielsen. This is a further acceleration on July this year, when the growth was 134% and 91% respectively versus the previous period (w/e 13/07 data).
“We chose the UK as the focus market for Black Tears a while ago and the efforts are certainly paying off,” said Island Rum Brands’ international commercial & marketing director, Helena Zakmane. “Such a significant positive performance trend in the grocery channel is proving to us that consumers appreciate the product and are making repeat purchases, which is one of the most important trackers of a brand’s success.”
Black Tears Dry Spiced’s most significant UK multiple grocery listing is with Waitrose, where the brand is running a variety of promotional activities throughout the year, including gift-with-a-purchase with a tea towel (with 9.5% redemption rate, significantly above average), and an on-pack gift promotion throughout the second half of this year, through which Island Rum Brands is communicating ‘spiced cuba libre’ as Black Tears’ signature cocktail.
Recognising the significant traction, Waitrose increased Black Tears Dry Spiced distribution from 108 to 200 stores in August this year.
In the UK, Black Tears is exclusively imported and distributed by Cask Liquid Marketing, in France by Pardela Spirits and in Italy by Rinaldi 1957. France and Italy are the other two major European markets chosen by the brand owner as strategic, seeing growth and great potential for Black Tears in 2025 and beyond.
