Mount Gay Rum debuts Bajan Spiced

Rémy Cointreau-owned Mount Gay has launched a rum-based spirit drink called Bajan Spiced, marking its entry into the spiced spirits category in the UK.

Bajan Spiced is made with Mount Gay rum and 100% 'natural ingredients', offering a flavour-forward profile that works well in both simple serves and innovative cocktails. Bottled at 35% ABV, the spirit drink features notes of fresh orange peel, warm spices and red grapefruit, which are said to bring forward flavours of locally sourced ginger and Mount Gay estate sugar. The expression stands out in Mount Gay's original signature cocktail, the Spiced' N' Stormy, made with Bajan Spiced, ginger beer and fresh grapefruit juice. Trudiann Branker, master blender of Mount Gay, said: "With Bajan Spiced, we wanted to capture the vibrant spirit of Barbados in every bottle. "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." The newest addition to Mount Gay's range will be available nationally in Tesco starting in April, with a recommended retail price of £25 (US$34) for a 700ml bottle. More national listings will follow. 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 projected to grow at a compound annual growth rate (CAGR) of 4.7% from 2025 to 2030, according to data from Grand View Horizon. In the UK, where the segment already represents more than 60% of total rum sales (as reported by Spherical Insights in 2024), it is expected to reach a market value of US$736 million by 2035. Nick Ganich, marketing director at Rémy Cointreau, explained: "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 increase awareness and encourage trial among cocktail drinkers this summer. Mount Gay will also participate in Taste of London food festival for the first time, which will be held in June. The brand will host an immersive activation designed to transport the 55,000 attendees to the shores of Barbados. Visitors will have the opportunity to choose from a menu of Bajan Spiced cocktails while enjoying the island lifestyle at the Mount Gay stand. The campaign will be further enhanced through paid media and collaborations with influencers, alongside increased visibility both in-store and online with retail partners.