September 14 2018  |  Spirits & Tobacco

Rumtastic Rum Box supports launch with global activations

By Jas Ryat


Take a gamble on rum: The Rum Roulette Experience is part of an activation encouraging travelers to try new exotic rums

The success of Wild Tiger’s Rumtastic Rum Box pre-launch has led to executing global airport and cruise line activations.

They include the Rum Roulette Experience, where travelers can spin the Rum Wheel and try the corresponding rum. The box is also marked with a QR Code, which gives information about the exotic rums and also plays the Rum Roulette Experience online, when scanned.

“It is great fun to play this when on holiday or with a gathering of friends, all whilst relishing some great rums and learning about it,” said Wild Tiger Chief Brand Officer Gautom Menon.

Billed as a ‘Rumtastic Experience of Around the World in 20 Rums’, the Rumtastic Rum Box is set to launch this September. It is an exclusive collection of 20 rum miniatures, carefully curated from around the world. The Rum Box encompasses rums of every style and profile and allows travelers to explore the world of rum in an engaging manner.

Wild Tiger Beverages, which produces the Rumtastic Rum Box, has already received significant pre-orders from the major travel retail operators.

The first edition includes premium rums from countries in six continents including Australia, Antigua, Barbados, Denmark, Indonesia, Panama, Belize, Brazil and Mauritius. The Rum Box will include Wild Tiger Special Reserve Rum as the representative rum from India.

The technique

The Rumtastic Rum Box will soon be introduced in a 10-pack variant, designed for onboard listings on airlines and cruise ships to accommodate space restrictions.

Wild Tiger also plans limited-edition versions of the Rumtastic Rum Box to capture the spirit of the participating nations of the 2020 Olympics in Tokyo, Japan, and for the Chinese Year of theTiger in 2022.

“We are optimistic about the opportunities in the tax free industry, which we believe will see the next new wave of drinks connoisseurs and millennials embracing unique and standout rums as their preferred drink of choice,” enthused Menon.

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