Non-alcoholic spirits brand Caleño is bringing a taste of Colombia to Waitrose with its new White Coconut rum liquid, launching this month in over 100 stores nationwide with an introductory offer of £15 (RRP £18).
The launch comes as non-alcoholic rum is projected to be one of the fastest-growing market segments.
Additionally, rum-based cocktails have seen a 12% increase in popularity in bars and restaurants globally over the past year while Waitrose reported a 28% increase in No/Low sales during January 2024 compared to 2023.
Caleño’s White Coconut Rum captures the smooth and sweet exotic taste of fresh coconut with subtle notes of vanilla and pineapple and is perfect for creating alcohol-free Piña Coladas and tropical mocktails.
Sarah Holland, Low and No Buying Manager at Waitrose says: "Our customers are increasingly seeking out innovation in this space, and Rum is a category we expect to grow in 2025. Caleño's new 'White Coconut' brings something truly unique to our shelves - perfect timing as tropical flavours become the drink trend of 2025".
Ellie Webb, Founder of Caleño, adds: "With rum alternatives projected to outpace non-alcoholic gin by 2026, we're excited to bring our Colombian-inspired White Coconut to Waitrose customers. The launch timing couldn't be better as Brits seek daily moments of tropical escapism and non-alcoholic varieties of their favourite tropical cocktails"
The White Coconut rum alternative (50cl) was launched in 120 Waitrose stores on 6th January at an introductory price of £15 until 22nd January, before moving to RRP £18.
Caleño White Coconut| Simple Serve
- 50ml Caleño White Coconut
- 200ml Pineapple juice (or Coke)
Instructions: Fill a glass with ice, add all ingredients and stir with a cocktail spoon.
Caleño | White Coconut Piña Colada
- 50ml Caleño White Coconut
- 20ml Agave
- 80ml Coconut Milk
- 80ml Pineapple Juice
- 15ml Lime Juice
Instructions: Combine ingredients in an ice-filled shaker, shake until cold, then strain into a chilled glass. Garnish with fresh pineapple.