Mount Gay enters booming spiced category with major UK rollout

• Mount Gay enters the fast-growing spiced segment with the launch of Bajan Spiced
• At £25 RRP the launch taps into rising demand for premium, flavour-led rum serves
• Mount Gay Bajan Spiced to roll out nationally, starting with Tesco, from the second half of April followed by further national listings

Mount Gay has announced the launch of its new Bajan Spiced, marking a significant expansion into one of the UK spirits market’s most dynamic segments. The UK is now the fastest-growing flavoured rum-based spirit market in Europe^[1]. The new addition to Mount Gay’s range will roll out nationally into Tesco from April, with further national listings to follow, giving the brand immediate scale within the UK grocery channel. grocery channel.

The launch comes as the spiced category continues to gain momentum, driven by consumer demand for premium, flavour-led spirits. Globally,  flavoured rum-based spirits are expected to grow at a CAGR of 4.7% from 2025-2030^[2], while in the UK, where the segment already accounts for over 60% of total rum sales⁴, it is forecast to reach 736m USD by 2035^[3].

Interest in the category continues to grow and younger consumers are playing a key role in driving this momentum, with four in ten young adults drinking rum at least once a week^[4].

“With Bajan Spiced, we wanted to capture the vibrant spirit of Barbados in every bottle,” says Mount Gay Master Blender, Trudiann Branker. “Our focus was on creating a rich and unique blend of locally inspired ingredients, from the warmth of Barbadian ginger to the brightness of zesty grapefruit. The result is a smooth, approachable spiced rum-based spirit drink with a complexity and character you won’t find anywhere else.”

Established in Barbados in 1703, Mount Gay brings its heritage as the world’s oldest rum distillery into an expression that meets modern consumer tastes. Bajan Spiced is crafted from authentic Mount Gay rum and 100% natural ingredients, delivering a balanced, flavour-forward profile suited to both simple serves and elevated mixed drinks. The liquid features notes of fresh orange peel and warm spice, alongside red grapefruit, locally sourced ginger and Mount Gay estate sugar. Perfect for Mount Gay’s original signature serve the Spiced ’N’ Stormy , Bajan Spiced brings a vibrant twist to the classic rum cocktail, making it easy for consumers to enjoy the full flavour experience at home or in bars.

Nick Ganich, Marketing Director at Remy Cointreau, says: “This launch marks an exciting and significant step in evolving both the Mount Gay portfolio and wider spiced category. While the segment is large and has seen strong growth, we see a clear opportunity to elevate it further through Mount Gay’s craftsmanship, authenticity and unique Barbadian flavours. Building on Mount Gay’s success in non-spiced golden rum, Bajan Spiced now extends the refined, premium approach to the Spiced segment, and we’re confident it will help bring new drinkers into the category.”

To support the launch, Mount Gay will activate Bajan Spiced across multiple consumer touchpoints to drive awareness and trial with cocktail drinkers this summer. For the first time, Mount Gay will be at Taste of London, one of the most iconic and anticipated food festivals in the UK, with an immersive activation that aims to transport the 55,000 visitors to the sunny shores of Barbados. Consumers will be able to choose from a menu of delicious and vibrant Bajan Spiced cocktails while enjoying the Bajan island lifestyle at the Mount Gay stand. Reach will be further amplified through paid media and influencer collaborations and will run alongside visibility in-store and online with retail partners.