Wild Tiger’s Gautom Menon with Tigerair crew.

Wild Tiger rum from India has notched up strong sales on Tigerair to be among the bestselling products on the Singapore-based budget airline, following a listing in July.

Gautom Menon, Chief Brand Officer at Wild Tiger Rum has confirmed this to TRBusiness based on information supplied by the carrier’s inflight concessionaire, Inflight Sales Group, across all routes. Wild Tiger, based in Kerala in southern India, is currently in talks with Virgin Atlantic, Cathay Pacific, Air Asia and other airlines for further listings.

Wild Tiger – selling at $23 on Tigerair – is currently the only rum label on board any carrier in the Asia Pacific region according to the brand, and it is now also in talks with full-service airlines, other low-cost carriers and retailers in the region.

Commenting on the Tigerair sales, Menon says: “The key buyers are Chinese, Singaporean and Thai nationals, followed by Malaysians & Indian nationals. “This is despite the fact that the former two groups not being known for rum consumption – which is a great insight for retailers and in flight managers.”

CREW CONNECTION

The brand recently took part in the ISG-Tigerair second-year anniversary event at Changi Airport where its Special Reserve Rum (dark) was showcased. The event was attended by over 300 Tigerair crew members who had the chance to interact with and learn more about a number of brands through education sessions and quizzes.

“They were able to take away some interesting facts which would enable them to communicate more effectively to a potential buyer on board,” says Menon. “In a sense it’s very heartening to know that we now have 300 brand ambassadors up in the sky.”