Sunday 19 January, 2020

Red Stripe unveils D&G Sorrel Rum liqueur

With the distinct flavour of sorrel and a hint of ginger, D&G Sorrel Rum liqueur appeals to the traditional Jamaican palate, Red Stripe said in a statement.

With the distinct flavour of sorrel and a hint of ginger, D&G Sorrel Rum liqueur appeals to the traditional Jamaican palate, Red Stripe said in a statement.

For Jamaicans home and abroad Christmas is incomplete without sorrel, a spicy ginger-infused drink that has been a holiday staple for generations.

It’s no coincidence then that Red Stripe has chosen this time of year to launch its D&G Sorrel Rum liqueur.

Following what it says has been a tremendous success with sorrel-flavoured beer, the brewing company is hitting the market with another innovation they hope will connect with consumers in much the same way.

“We’re always looking for ways to add some excitement to the market, and so far, the feedback has been more than what we anticipated,” said Nomonde Donsa, Red Stripe’s head of marketing and innovation. “People absolutely love this product, whether you’re a rum drinker or not. It’s exactly what the research told us.”

With the distinct flavour of sorrel and a hint of ginger, D&G Sorrel Rum liqueur appeals to the traditional Jamaican palate, Red Stripe said in a statement.

“It has an alcohol content of 18 per cent, making it an excellent product to win consumers to the category while satisfying existing rum lovers who want that great rum taste,” said Donsa who explained that the process from concept to counter took just over six months, an unusual feat for product innovations which generally take anywhere from 18 to 24 months.

Admitting that the process to develop the liquid was not without challenges, Donsa said the experience of the team and the resources to support the project made it happen in accordance with a very aggressive timeline.

For obvious reasons we wanted the market to get a taste of Sorrel Rum during the Christmas holidays. It’s sorrel season and wherever there’s a get-together, it’s an opportunity for this amazing product.”

Donsa said the beer company, which also launched Red Stripe Melon, a new flavoured brew in October, has other products in the innovation pipeline and hinted that the market could see new additions very early in 2020.         

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