Indian rum brand Wild Tiger is re-entering the market with a new ready-to-drink (RTD) spiced range, as it seeks to build momentum across international domestic and travel retail channels.
Wild Tiger Founder Gautom Menon will be attending TFWA World Exhibition in Cannes later this month to discuss the launches, which marks the brand’s debut in the global RTD category.
The original Wild Tiger rum has been absent from the market for some time due to what the company described as significant disruption and regulatory challenges in its production base of Kerala, India.
Wild Tiger is returning under a new international structure, with RTD and travel retail as part of its renewed growth strategy.
The relaunch is supported by Wild Tiger Beverages UK, a new London-based entity bringing together Wild Tiger Founder Gautom Menon and travel retail specialist Rob Penn, Partner at aRcj Distribution.
Wild Tiger RTD Premix is set to launch in 2027, initially targeting UK travel retail, selected high-end Indian restaurants and bars, and global cruise and ferry operators, with plans to expand into airlines and duty-free airport stores.
Gautom Menon said: “Travel retail is where my heart is and where traveller discovery happens. Travellers are open to trying something new when they’re already in motion.
“We’re building this RTD specifically for ferries, cruise lines and airport lounges. It’s an easy, high-quality format that lets travellers experience Wild Tiger’s Indian spice-forward character in a single can, wherever their journey takes them.”
Rob Penn added: “Travel retail is about limited time, high curiosity and memorable experiences. Wild Tiger’s spiced rum profile gives us a genuine point of difference, while the RTD format makes it ideal for travellers on the move.”
Wild Tiger RTD debut comes in two variants: Spiced Rum Cola and Spiced Rum Ginger.
Both variants are presented in 250ml cans at 5% ABV, combining Wild Tiger’s spice-forward character with the convenience of a ready-to-drink format that requires no mixing or preparation, while delivering a bar-quality drinking experience.
The range brings Wild Tiger’s ‘letting the good times roar’ positioning to the RTD category.
The new format forms part of the brand’s wider return to international markets, with the brand seeking to reconnect with consumers while reaching a new generation of travellers. ✈
