LONDON, 5th March, 2014 – AB InBev, the world’s biggest brewer, is launching a new rum flavoured premium beer brand in the UK. Cubanisto will be available in on and off trade channels in 330ml bottles from 24th March.
Inspired by the vibrant spirit of the Caribbean, AB InBev has created Cubanisto, a distinctive rum flavoured premium beer. The beer has a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle.
The flavoured beer category is worth £115m¹ in the UK and is growing across both on and off trade channels², reflecting consumer demand for new and different flavours. Rum is also in growth, up 29% by volume between 2012 and 2013³.
Cubanisto is perfect for nightlife occasions and features an exclusive bottle with a UV-light sensitive coating. In the off trade, Cubanisto will be available in 3 x 330ml packs and single bottles. The eye-catching pack design will be showcased in the on-trade, with bottle glorifiers, stencils and illuminators. In-store activity and point of sale kits will also create excitement around this new brand in the off-trade.
There will be secret consumer experiences which can only be unlocked through social media, and new technology will be used to enable fans to gain access to exclusive content.
AB InBev UK’s Senior Brand Manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends. AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”
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1. On trade £88m value sales (CGA ytd 28/12/2013) combined with off trade £27m value sales (Nielsen MAT 28/12/2013)
2. Spirit beers category in the off trade doubled in value over 12 months Nielsen YOY to 12/10/2013 and grew 78% in the on-trade (CGA YTD 28/12/2013)
3. CGA YOY 2012-13 at July 2013
- SRP 3x330ml £4.99
- 5.9% ABV
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About Anheuser-Busch InBev
AB InBev UK Ltd is part of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.co.uk