Aluna Tropica rum targets ‘health conscious mindful consumers’

An orange cocktail in front of a bottle of rum
Aluna Tropica Rum in a Jungle Bird cocktail

‘Natural flavours and less sugar’ is the promise made by Aluna Tropica, a new premium spiced rum from the Aluna brand, which is arriving on the UK market just in time for summer.

Aluna was co-founded by Heather Graham and Guy Ritchie, whose track record within the drinks industry includes time spent working with William Grant, Pernod Ricard and others, building brands such as Reyka, The Kraken and Bushmills.

The pair set out to use their experience to develop a brand of ‘more nuanced natural spirits’ that would appeal to modern ‘mindful’ consumers.

Aluna’s first release was Aluna Coconut Rum, which was said to challenge the preconception that coconut rums are ‘sickly sweet and synthetically made’. That successful launch in the UK and overseas encouraged the team to release two lower-sugar rum-based liqueurs, Aluna Cold Brew Coffee Liqueur and Aluna Peach & Pomelo Liqueur.

Now Aluna is bringing that approach to the spiced rum market with Aluna Tropica, aiming to provide a ‘lighter, natural take’ on the rum category that’s accessible to all.

A blend of premium rums sourced from Sri Lanka and the Caribbean, enhanced with ingredients including pandan leaf, spiced pineapple, lemongrass, and galangal, Tropica is said to be a more considered rum made with natural flavours and less sugar which caters to the health-conscious, more mindful consumer.

Co-founder Ritchie said: “We can’t wait for UK consumers to get the chance to taste Aluna Tropica. We’ve had some incredible feedback on this spirit already. It’s a less sugary, really differentiated flavoured rum that’s as enjoyable neat as it is in a cocktail – something we think will go down really well this summer.”

Graham commented: “We have focused on taking a step away from the usual dark rums and sugary profiles. The freedom to select from a greater diversity of premium world rums whilst experimenting with new culinary ingredients from South Asia has allowed us to create a really appealing product for those who like to explore better drinks.”

Aluna has been a member of 1% For The Planet since 2021, committing a minimum of 1% of total sales to support environmental non-profits.

Aluna Tropica will be distributed in the UK by Mangrove Global.