Charter Brands selected Negroni Trading to introduce Aluna Rum Romania across both the on-trade and off-trade channels. This dual-market strategy aims to maximize brand visibility and establish a strong presence in bars, restaurants, and retail outlets nationwide.
Anieka Wucherpfennig, Junior Account Manager at Charter Brands, told The Spirits Business, “We’re proud to announce our partnership with Negroni Trading as the exclusive distributor of Aluna Rum in Romania. Their deep understanding of the premium spirits market and strong distribution network make them an ideal partner to grow the Aluna brand in this exciting and evolving market.”
Aluna Rum Romania enters a market that’s increasingly drawn to mindful and flavor-forward spirits. Wucherpfennig explained that Aluna stands out by offering “a fresh take on flavored rum — lower in sugar, naturally crafted, and designed for a new generation of conscious consumers.”
The launch focuses on Aluna Coconut Rum, a SKU tailored to appeal to both cocktail enthusiasts and fans of high-quality, naturally produced spirits.
Vadym Tselukh, owner of Negroni Trading, emphasized Romania’s evolving drinking culture as a major opportunity for Aluna Rum Romania. “We are proud to welcome Aluna Coconut Rum into the Negroni Trading portfolio,” he said. “Our mission has always been to bring distinctive and premium spirits to the Romanian market, and Aluna represents an ideal fit with its natural flavor profile, reduced sugar content, and modern positioning.”
Tselukh added that Romanian consumers are becoming more adventurous and selective, showing a growing appetite for authentic, story-driven brands. “As the country’s cocktail culture evolves, we believe Aluna offers strong potential across both the on-trade and off-trade, appealing to bartenders seeking versatile ingredients and to consumers looking for mindful experiences,” he told The Spirits Business.
Together, Charter Brands and Negroni Trading aim to establish Aluna Rum Romania as a leader in the flavored rum segment. “Partnering with Charter Brands gives us the confidence that Aluna will resonate and thrive in our market,” Tselukh said. “We aim to build lasting awareness and make Aluna a reference point for premium rum in Romania.”
This milestone follows Aluna’s successful debut in Poland earlier this year, through a partnership with Unique Spirits. The brand, which joined Charter Brands’ portfolio in August 2024, continues to expand its international reach. Charter Brands also distributes other notable labels, including 80 Proof, Camarena Tequila, Langley’s Gin, and El Tequileño Tequila.
With the launch of Aluna Rum Romania, the brand strengthens its presence in Europe and positions itself at the forefront of the conscious drinking movement — one coconut rum at a time.
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The Spirits Business Article —Aluna Rum lands in Romania, written by Miona Madsen
The image of the article is courtesy of ©aboodi vesakaran via Canva.com
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