Australia First Market for CCA’s New Premium Rums

Australia is the first market outside of Fiji to receive Coca-Cola Amatil’s (CCA) new premium rums, released for the first time on Thursday. Made by CCA’s Rum Co of Fiji brand, the new super-premium Ratu and premium Bati rum ranges are made from a blend of globally awarded rums and have been filtered through coconut shell charcoal and matured in specially selected oak barrels.

The rums are inspired by Fijian heritage, named after the country’s Ratu “chiefs” and Bati “warriors” who once-upon-a-time defended their country and culture.

The super-premium Ratu range includes a five-year-old spiced rum, five-year-old dark rum and an eight-year-old Signature Liqueur, which won World’s Best Rum at the 2015 San Francisco World Spirits Competition. The range has been extra aged to give the rums more aroma and a fuller body, helping each to stand out in cocktails or over ice.

The premium Bati brand, which has won numerous silver and bronze medals at competitions, comes in spiced, dark and white and can be consumers straight, with a mixer or as a cocktail.

Managing Director of Alcohol & Coffee, Shane Richardson, said: “Rum is Australia’s fourth largest spirit category and what’s most exciting for us is that we’re seeing consumers starting to explore the different styles and flavours rum has to offer, and appreciate its versatility. That’s a great driver for growth.

“We’re genuinely excited to be bringing these fantastic quality, award-winning rums to Australia. Already very popular in Fiji, they’re beginning to attract global interest after winning a number of big awards in London and San Francisco, both in 2015 and 2016.”

The Ratu and Bati rums are made from hand-cut sugar cane harvested from Fiji’s rich volcanic soils and are distilled using a combination of column and pot distillation. Every bottle of the rum is also hand labelled at the Rum Co of Fiji’s distillery.

Rum Co of Fiji Master Distiller, Liam Costello, said: “In the past, there’s been a perception out there that rum isn’t for everyone but we believe in our range, there is a rum for everybody. We aim to make rums that are well-balanced, with a soft, smooth and creamy mouthfeel.”

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