Asahi Premium Beverages has launched a new spiced rum: Untold has been developed by a collective of mixologists, bartenders and artists.
Developed by Dave Kerr (The Beaufort) and his fellow Australian bartender friends Nathan Beasley (Black Pearl), Oscar Eastman (ex-Eau de Vie) and Dre Walters (The Lobo Plantation), Untold comes as a full strength spiced rum plus a range of pre-mixed drinks.
“One of our greatest achievements was creating something that balanced spice, sweetness and then finished with a delightful savoury note to steer it away from the sickly sweet rums that dominate the market, yet still keeping its authenticity,” Eastman said.
Kerr added: “We see Untold as a versatile product or a ‘blank canvas’ where everyone can enjoy it their own way. However you approach your experience with it, people can contribute and shape the brand as their own. We worked really hard to make sure that it’s a quality and intriguing product.
“It’s balanced, works perfectly with our favourite mixers and gives people with a good palate a great alternative in a spiced rum.”
As well as the full-bottle spirit, the premix drinks developed by the team are Untold and Cola plus Untold and Ginger Beer, with further plans to develop new flavours in the future.
Virginia Woodger, Group Marketing Manager & Spirits RTDs at APB said: “We saw a gap in the market to show today’s rum drinker what an amazing spiced rum should be, and Untold stands out from its competition being a high quality spirit, without the overpowering sweetness and spice flavours.
“It provides rum drinkers with a better overall rum experience that’s attractive on every level: flavour, cost and availability.”
