Caleño Expands Its Non-Alcoholic ‘Rum’ Range with Two New Flavours

Caleño, the Colombia-inspired non-alcoholic spirits brand, has introduced two new tropical-flavored non-alcoholic ‘rums’ to its growing portfolio. The latest additions include White Coconut ‘Rum’ and Mango & Passion Fruit ‘Rum’, offering consumers fresh, alcohol-free alternatives for classic rum cocktails.

Meeting the Demand for Non-Alcoholic Spirits

In an interview with The Business Spirit Magazine, Ellie Webb, founder of Caleño, highlights the role younger consumers play in driving the no- and low-alcohol trend. “Younger consumers are leaning toward sweeter, rum-based cocktails, and the non-alcoholic ‘rum’ market remains largely untapped compared to non-alcoholic gin,” Webb explained. With the introduction of these new flavours, Caleño aims to seize this opportunity and fill a gap in the market.

Strong Growth in Sales

Caleño has experienced remarkable growth in sales, with some national chains reporting a 200% increase. The brand’s alcohol-free versions of classic cocktails, such as the Mojito, Daiquiri, and Piña Colada, have proven especially popular. This success has driven Caleño’s expansion into the flavoured non-alcoholic rum category.

New Flavours: White Coconut and Mango & Passion Fruit

The newly launched White Coconut ‘Rum’ delivers the exotic sweetness of fresh coconut, complemented by subtle hints of vanilla and pineapple. Meanwhile, the Mango & Passion Fruit ‘Rum’ brings vibrant notes of ripe mango, guava, fresh passion fruit, and a touch of lime. These new tropical flavours are now available on the Caleño website and Amazon, retailing at £18 (US$24).

Expansion into the US and a Growing Market

Caleño’s entry into the non-alcoholic flavored rum category aligns with its broader expansion into the U.S. market, where demand for no- and low-alcohol beverages is surging. According to IWSR data, this category is expected to grow by 30% annually, far outpacing traditional spirits at 6%. Non-alcoholic rum, in particular, is projected to see a compound annual growth rate of 14.1% between 2021 and 2025.

Rum-Based Cocktails on the Rise

The popularity of rum-based cocktails is also growing, with a 12% increase in global demand in bars and restaurants, according to CGA Strategy. Caleño’s new flavors are designed to meet this rising trend. Webb noted that the UK, a hub for innovation in the no- and low-alcohol spirits sector, is seeing significant growth, with rum now being the third-largest spirit market in the country, valued at £1.17 billion.

Perfectly Positioned for the Future

Caleño’s latest tropical flavors align with consumer preferences for fruity rum cocktails, such as mango, pineapple, and coconut, which are top-selling rum flavors in grocery stores, according to Nielsen data. By expanding its range, Caleño strengthens its position as a leader in the non-alcoholic rum market, catering to the growing demand for sophisticated alcohol-free drinks.

Since entering the U.S. market in 2023, Caleño has secured listings in major retailers like Total Wines and is already performing well in key regions such as Florida. The brand is also available in popular restaurant chains like Planta, where it ranks as the third most popular cocktail base.

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Source of information

The Spirit Business’ Article: Caleño expands non-alcoholic ‘rum’ range

The image of the article is courtesy of Atlasstudio on Canva