New Caribbean spiced rum pledges support for endangered Hawksbill turtle
Renowned drinks brand Intercontinental Brands (ICB), which celebrated its 30th anniversary this year and boasts the likes of TW Kempton gin liqueur, distilled non-alcoholic spirit Amplify and Cactus Jack’s schnapps has added a new Caribbean spiced rum to its repertoire – Hawksbill, a unique blend of the finest Caribbean rums, which has more than just impeccable taste on its agenda.
The brand’s name derives from its mission. The brand has partnered with the Barbados Sea Turtle Project, a charity whose work aims to recover marine turtle populations. 10% of the profits from Hawksbill sales will go directly towards turtle conservation projects in the Caribbean, helping to protect the environment of the Hawksbill Turtle and preserve its future.
Rum is undeniably gaining momentum in the spirits world, with the total rum category in the off trade now worth £430M (+16% YOY)* with spiced rum leading that growth. Its growing popularity means the liquor is now often the tipple of choice, for those looking for an experimental, flavoursome twist. Responding to this shift, Hawksbill is the newest spiced rum to enter the scene, introducing tropical Caribbean influence onto the market.
Uniting the very best Caribbean rums sourced from Guyana and Trinidad, Hawksbill is charged with a unique combination of spices including vanilla, raisin, cinnamon, nutmeg, ginger, and sea salt.
Clare Gibson, who is Marketing Director at ICB Ltd which owns Hawksbill, comments:
“We are extremely excited about this launch, bringing something new to the emerging spiced rum market, which we are seeing a growing desire for. At its heart, Hawksbill is a celebration of the Caribbean – not only producing a drink which brings joy to the people because of its superior taste and origin, but also creating something which will make a tangible positive impact on the majestic Hawksbill turtles which are so in need of our support.”
To ensure environmental awareness is at the forefront of every level of Hawksbill’s production, packaging, and outputs, ICB commits to sustainable business practices from using recyclable and sustainable materials including glass bottles and cardboard boxes, to corks from waste materials and sugarcane fibre paper label.
To find out more about Hawksbill, follow @HawksbillRum.
*(AC Nielsen Rum category data 13.06.20)