Pink Pigeon takes flight

Berry Bros & Rudd is aiming to create a new segment within the rum market with the launch of Pink Pigeon, a vanilla-infused pale gold rum aimed at younger drinkers in an effort to claw back Bacardi’s dominance of the Mojito scene.

The product is yet to be fully launched, but BBR has been trialling the product with various trade figures in an effort to gain the brand some pre-launch momentum.

Flavoured with natural vanilla from Madagascar, the rum, which is produced at the Medine Distillery on Mauritius, is designed to “plug the gap between white rum and the golden and spiced varieties, according to BBR marketing executive Luigi Barzini.

“High quality, quirky rums do not really exist in the market at the moment,” Barzini told the drinks business. “We want to plug that gap and give people something that is really new.”

Making the brand’s intentions clear, Barzini said: “Bacardi has hijacked the Mojito, but we feel that by giving the rum a slightly different twist we can start to claw some of that back.”

The Pink Pigeon, native of the skies over Mauritius, is on the endangered list and Barzini added: “We want people to think Pink Pigeon rum is as rare as the bird itself. It will only be available at the world’s best bars to enhance its exclusive nature.”

Initially launching purely in the on-trade, BBR will be targeting “only the top-end cocktail bars, lifestyle bars and pre-club bars” in an effort to attract discerning consumers of a certain age.

Having signed a distribution deal with Global Brands earlier this month, BBR will be investing heavily in marketing the product. Barzini added: “We will make use of all of our expertise to expand the brand internationally."

All Pink Pigeon bottle ends will be hand-dipped in wax to enhance the luxury feel of the bottle.

Alan Lodge, 19.04.2011