Non-alcoholic spirits brand Caleño is bringing a taste of Colombia to Waitrose with its new White Coconut rum liquid, launching in over 100 stores nationwide with an introductory offer of £15 (RRP £18). The award-winning liquid is available on-shelf now, in time for Dry January shoppers, and is also available to purchase from Amazon and Caleño’s website.
The launch comes as non-alcoholic rum is projected to be one of the fastest-growing segments, with a CAGR of 14.1% between 2021-2025. Additionally, rum-based cocktails have seen a 12% increase in popularity in bars and restaurants globally over the past year, according to CGA Strategy. Waitrose reported a 28% increase in No/Low sales during January 2024 compared to the previous year.
Caleño’s White Coconut Rum captures the smooth and sweet exotic taste of fresh coconut with subtle notes of vanilla and pineapple and is perfect for creating alcohol-free Piña Coladas and tropical mocktails. The Piña Colada is still one of the world’s favourite cocktails and this year was ranked the fourth top bar call globally, proving popular with younger consumers who favour sweeter, rum-based cocktails.
“Our customers are increasingly seeking out innovation in this space, and Rum is a category we expect to grow in 2025,” Sarah Holland, Low and No Buying Manager at Waitrose, said. “Caleño’s new ‘White Coconut’ brings something truly unique to our shelves – perfect timing as tropical flavours become the drink trend of 2025.”
Ellie Webb, Founder of Caleño, added: “With rum alternatives projected to outpace non-alcoholic gin by 2026, we’re excited to bring our Colombian-inspired White Coconut to Waitrose customers. The launch timing couldn’t be better as Brits seek daily moments of tropical escapism and non-alcoholic varieties of their favourite tropical cocktails.”
The White Coconut rum alternative (50cl)is available now in 120 Waitrose stores at an introductory price of £15 until 22nd January, before moving to RRP £18.
