Star names launch coconut rum

Heather Graham and Guy Ritchie have launched a coconut-flavoured rum, but these are drinks industry stars rather than Hollywood icons.

Graham is a former William Grant and Pernod Ricard marketing director who launched Hendricks, while Ritchie formerly worked on the Kraken.

They have teamed up with Emma Wykes, who has just left Black Cow vodka to become general manager at non-alcoholic spirit brand Seedlip, to launch Aluna Coconut under Cloudbreak Spirits.

Aluna Coconut is 35% abv and blends rums from Guatemala and the Caribbean with all-natural toasted coconut flavours.

It has gained a listing with Harvey Nicholls and will be rolled out this summer, with high hopes for the off-trade.

Graham said: “Our brand world is built around a central theme of empowerment, particularly among women, for whom this generation has conferred greater independence, liberty and self-determination.

“We’re confident this brand positioning, alongside the delicious flavour affinity of rum and coconut, coupled with a lower sugar content and clean, natural taste will appeal to our core target market of women and men aged 21-plus.” 

Aluna means moon goddess and the brand has used design symbols popular among surfers.

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