SIDNEY FRANK AIMS TO START A NEW TREND

Sidney Frank is poised to launch its new super-premium rum, Tommy Bahama White Sand and Tommy Bahama Golden Sun, in the U.S. later this month. Hailing from Barbados, Las Vegas will be the first city to sell Tommy Bahama, followed by launches in California and New York.

The brand will go for around $29.99 per 750ml bottle, backed by mega-advertising to the effect of Grey Goose before it was sold to Bacardi. Will super-premium rum take hold like vodka did in the past? If so, cocktails will play an important role in its growth.