8 PM Bermuda rum launched

New Delhi: Radico Khaitan has launched a new brand, the 8PM Bermuda rum. Priced 6-7 per cent higher than the company''s best selling rum brand Contessa, 8 PM Bermuda will compete in the premium rum segment dominated by McDowell''s Celebrations.

8 PM Bermuda is the third brand in Radico''s rum portfolio, the other two being Contessa, which sold 2.05 million cases during 2002-03, and Black Cat, which saw a 300-per cent jump in sales to below half-a-million cases since it was acquired in April 2003.

While Contessa rum and Black Cat rum have given Radico a lead in the defence canteens, the new Bermuda, an extension of 8 PM brand after whiskey and apple juice, is expected to bolster the company''s rum sales in bars, restaurants and retail market.