Rum Sixty Six grows range with two additions

by Amy Hopkins

UK-based drinks group Halewood Wines & Spirits has added two new expressions to the line of its recently acquired Rum Sixty Six brand.

The two new expressions – Extra Old and Cask Strength – take Rum Sixty Six’s total range to three, joining the 12 year-old Family Reserve. Extra Old and Cask Strength are aged for six years and 12 years respectively and aim to “tap into increasing premiumisation within the dark rum category”. Halewood acquired a stake in the parent company of Rum Sixty Six, Bajan Trading Company, through its new craft spirits joint venture, HJ Neill Ltd, in October 2016. At the time, the firm also agreed import and distribution rights of Barbados-made Rum Sixty Six. Bajan Trading Company has a family connection to the Seale family, with Richard Seale currently acting as master distiller of Rum Sixty Six at the Foursquare Rum Distillery in St Philip, Barbados. “The new Rum Sixty Six range provides a greater breadth of opportunities for Halewood to explore the premium end of the dark rum category,” said a Halewood spokesperson. “Consumers are placing increasing emphasis on provenance and authenticity in their spirit choices, and Rum Sixty Six, coming from the historic Foursquare Distillery, provides a genuine point-of-difference, whether you’re new to the category or looking for the ultimate cask strength rum.” The two new additions showcase Rum Sixty Six’s new design and are available in a 70cl format. Extra Old carries an RRP of £30, while Cask Strength is priced at £50.