Wild Tiger (Rum) on the loose in Indian duty-free shops

Wild Tiger (Rum) on the loose in Indian duty-free shops

India’s first premium rum Wild Tiger Special Reserve Rum is now available in duty-free at Chennai and Kolkata airports at stores operated by Flemingo International and is soon to launch with Mumbai Duty Free.

The brand’s debut in duty-free was made earlier this year with Tiger Air Singapore, which listed the product in July. The airline is extending the listing into next year on the back of promising onboard sales. Wild Tiger is already available in Bangalore Duty Free and will soon be listed in the remainder of the country’s airport duty-free stores operated by Flemingo International.

Wild Tiger Rum is conceptualised and owned by Indian drinks entrepreneur Gautom Menon. The brand is not only unique in terms of its avant-garde packaging with each bottle having unique tiger stripes but also for the exotic liquid, which is a blend of both distillates from sugar cane; molasses and cane juice. It’s aromatic notes and has a rich after taste have deemed it “Asia’s first sipping Rum” among many experts.

Menon added: “Innovation and social responsibility are at the heart of everything we do at Wild Tiger and we approached this with the mantra ‘Think Out of The Bottle’”.

Regarding the brand’s entry in duty-free and travel markets, Menon said: “The sixth continent as they call it is not easy for new brands but we are slowly seeing some favourable results. Tiger Air has worked out great for us and we are soon being listed with one of the largest duty-free operator’s in Asia and also on board two leading full service air carriers. It’s satisfying to know that passengers are buying Wild Tiger for its novelty and uniqueness, it’s more than just a great tasting Rum and this works perfect for travel-retail sector”

Wild Tiger’s dark variant the Special Reserve Rum will be retailed at $23 in Asia. The brand is planning an exciting promotional campaign “Roar this Diwali” for the Indian festive season to capitalise on the massive passenger movement who indulge in gifting.

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