Fraternity Spirits is poised to release a barrel stave-themed gift pack for its El Ron Prohibido Mexican rum brand.
The concept centres around a 30cm piece of American oak that was previously part of a barrel used to age Prohibido’s older expressions. The pack will also contain a bottle of white rum along with an empty decanter and stopper.
Consumers will be able to decant the rum and observe an ageing-type process. According to Fraternity, which also owns the Corralejo Tequila brand, the white rum starts to take on a darker colour from the stave after three days.
The company hopes to roll out the pack to all of Prohibido’s markets later this year. The rum’s main markets are in Europe, particularly France, Germany, Spain and Italy, where a bottle of the unaged expression retails for around EUR20 [US$21].
Speaking to Global Drinks Intel at this week’s ProWein exhibition in Dusseldorf, CEO Raffaele Berardi said Fraternity is investigating a similar approach for Corralejo’s Blanco iteration.
Earlier this year, Diageo spent just over $280m on the Don Papa Philippines rum brand,
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