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Fairtrade rum to make UK debut

The Organic Spirits Company is to launch the UK's first Fairtrade spirit brand under the Utkins name.

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Utkins White Rum will be sold from the end of this month in major multiples including Asda, Sainsbury's and Morrisons, as well as the off-licence chain Booths.

The spirit is 100% organic and will sit next to the firm's organic gin, whisky and vodka products. Priced £11.50, it will compete with conventional rum alternatives such as Havana Club and Bacardi.

The launch of the rum will benefit 800 sugar-cane farmers in Paraguay who will receive a cut of total sales.

Utkins will be exported to Europe, Australia, the US and Hong Kong.

This article was first published on marketingmagazine.co.uk

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