Wild Tiger Rum is set to present a ’24 Days of Rum’ advent calendar in travel retail to raise awareness of the spirit.

Princess Cruises, Birka Cruises, Baleària, and MSC Cruises will benefit from the calendar, with a few more operators considering listing.

Gautom Menon, Chief Brand Officer, Wild Tiger Rum said: “The introduction of the Rum Calendar into travel retail is in line with our vision to raise the profile and voice share of rum in the W&S (whiskies & spirits) category of travel retail and we have plenty of innovative skus in the pipeline.”

‘RUM SCHOOL’

As the product of Denmark-based drinks company 1423 World Class Spirits, 24 Days of Rum allows rum enthusiasts to taste 24 exotic rums in the lead up to Christmas, while learning and engaging with new brands via social media.

The novelty is described by the makers as a ‘Rum School’, where consumers can find both renowned and lesser known brands and taste them.

“Currently there is a lack of innovation in the category which we also view as an great opportunity to excite, educate and entertain in a fun format,” added Menon.

“Rum as a spirit is incredibly historic and so diverse, yet only few brands have been able to garner a firm foot hold in the channel. Our aim is to spread the ‘rum love’ by introducing engaging products.”

The calendar was launched in Denmark in 2015 and has been a hit in the domestic Scandinavian markets where it has sold out over the past two seasons.

Alongside Scandinavia, it is also available across most of Europe and soon-to-be travel retail.

To view a video of 24 Days of Rum, click below.