Saturday, November 27, 2021

NOVELTEA partners with Destilería Serrallés to launch new rum into UK drinks market

Award-winning alcoholic tea brand, NOVELTEA is celebrating tradition and life’s special moments with the launch of its new limited edition spirit in collaboration with renowned rum producer, Destilería Serrallés – La Fusión.

The premium 11% ABV spirit is produced with a blend of 3-8 year aged Don Q Añejo Rum and the finest loose-leaf oolong and green teas cold brewed for up to eight hours, celebrating Spanish rum making traditions that span 155 years and six generations.

With the WTSA crowning rum as the drink of lockdown last year due to it enjoying the biggest growth across all spirit categories during this period¹, NOVELTEA hopes to tap into the everyday drinking moments of modern rum lovers by offering a contemporary tea twist.

Combining the literary legend of Don Quijote de La Mancha and that of the Chinese Oolong Dragon, La Fusión takes direct inspiration from Puerto Rico’s culture and was born out of extensive research into the history of Destilería Serrallés, one of America’s oldest family-owned businesses founded by Don Sebastián Serrallés.

NOVELTEA chose to partner with the rum producer due to its shared commitment and passion for sustainability and the environment. As pioneers among spirits producers, Destileriía Serrallés was awarded the ‘Green Award’ from The Drinks Business for its innovative wastewater reclamation program and energy harvest.

Speaking on the launch, Vincent Efferoth, Co-Founder of NOVELTEA commented: “We are extremely proud of our partnership with Destilería Serrallés and are confident that our latest limited edition spirit is one of our most outstanding innovations to date. Blending Don Q Añejo rum with a perfect match of oolong and green teas creates unique flavours and aromas that can’t be found anywhere else on the market.”

“Sharing the same values and environmental commitments also allows us to mark another step on our quest to become as sustainable as possible as a brand.”

Silvia Santiago, Senior Vice President of Manufacturing at Destilería Serrallés, Inc. said: “As an industry leader and pioneer in the rum category, we are always looking for ways to innovate and provide rum enthusiasts with new flavours and blends to enjoy. Our limited edition spirit in collaboration with NOVELTEA is well-balanced, has subtle aromas, fragrant notes and is slightly sweet on the first sip.”

“This collaboration is very exciting for Destilería Serrallés as we expand our brand presence in Europe with Don Q Rum” added Gabriella Ripepi, Chief Marketing Officer at Destilería Serrallés. “We are proud to collaborate with a like-minded partner such as NOVELTEA to reach and engage new customers and fans.

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