Caleño expands non-alcoholic ‘rum’ range
Non-alcoholic ‘spirits’ brand Caleño is launching two new flavours for its Colombia-inspired non-alcoholic 'rum' range.
The tropical non-alcoholic spirit brand has unveiled two new flavoured non-alcoholic 'rums': White Coconut 'Rum' and Mango, and Passion Fruit 'Rum'. Ellie Webb, founder of Caleño, said: "Younger consumers are driving the no-and-low growth, and they tend to gravitate towards sweeter, rum-based cocktails. Non-alcoholic 'rum' is massively underserved in retail compared to 'gin', so we see a significant missed opportunity that Caleño is perfectly positioned to capitalise on with these new flavours." The brand's success in the on-trade has been a key driver behind its expansion into the non-alcoholic flavoured 'rum' category. Caleño has seen its rate of sale climb by 200% in some national chains, with its most popular cocktails being alcohol-free versions of classics, such as the Mojito, Daiquiri, and Piña Colada. Caleño's new White Coconut 'Rum' and Mango & Passion Fruit 'Rum' offer consumers non-alcoholic alternatives to traditional rum cocktails. The White Coconut expression is said to have the smooth and sweet exotic taste of fresh coconut with subtle notes of vanilla and pineapple, while the Mango & Passion Fruit bottling offers notes of ripe mango, guava, fresh passion fruit, and hints of lime. Caleño's new non-alcoholic tropical 'rum' flavours are now available on the brand's website and through Amazon with an RRP of £18 (US$24). The expressions join the B Corp-certified brand's portfolio, which includes non-alcoholic pre-mixed canned cocktails and its Dark and Spicy, and Light and Zesty flavoured 'rums'. The Data The move into the non-alcoholic flavoured 'rum' category aligns with Caleño's expansion in the United States – a rapidly growing market – and reflects the broader trend in the no- and low-alcohol sector. The category is projected to increase by 30% annually, outpacing conventional spirits at 6%, according to IWSR data. IWSR also projects that 'rum' will be one of the fastest-growing segments within the no- and low-alcohol category, with a compound annual growth rate of 14.1% between 2021 and 2025. Additionally, according to CGA Strategy, rum-based cocktails have seen a 12% increase in popularity in bars and restaurants globally over the past year. Webb continued: "The UK is a major hub for innovation in the no- and low-alcohol 'spirits' category, and we're expecting double-digit growth this year. Rum is also having a moment, with the UK market now the third-largest in the world, valued at £1.17 billion." According to Nielsen data, the top-selling rum flavours in the alcoholic segment within grocery are predominantly tropical, including mango, pineapple, passion fruit, and coconut – aligning with Caleño's new liquids. "Tropical cocktails are driving significant growth in the on-trade, and Caleño's new flavours work perfectly as a base for these rum-based cocktails," said Webb. "The new flavours will help cement our position as a leader in the alcohol-free 'rum' segment, allowing us to further capitalise on the growing demand for sophisticated, non-alcoholic options." Since entering the US market in 2023, Caleño has secured four product listings with some of the country's biggest spirits retailers, including Total Wines. Florida is the largest rum market in the US and is already Caleño’s best-performing state. Caleño is also available in national restaurant chains such as Planta, where it is currently the third best-selling cocktail base on the menu.
