Red Stripe Jamaica has jumped into the rum market with what it claims is the cheapest overproof spirit on the market, branded D&G White Overproof Rum. The rum again leverages the company's brand beyond soft drinks and beer.
At J$850 per 750 ml bottle, the price of the new rum amounts to J$60 per drink, the company said. The rum was launched Friday, July 13, 2012, at a party at Red Stripe's Kingston manufacturing and office complex.
Shane Healey, the chief operating officer of D&G Rums, is seen here flanked by two dancers at the launch event.
The new rum is pictured at right. It also comes in a 200 ml bottle priced at J$250.
The product puts Red Stripe, a Diageo Plc subsidiary, in direct competition with established player and rum king J Wray & Nephew, which has four fifths of the rum market, as well as smaller players such as Hampden's Rum Fire, which it distributes under exclusive contract with the Trelawny-based company.