Fernandes Black is a Rum and Cola Mix, with a 10% alc. /vol. This product is a line extension of Fernandes Black Label Rum.
Fernandes Black is designed to match the way our customers currently drink a Rum and Cola. Its strength and rum taste appeals to the core target.
The design suggests energy, excitement and joie de vivre, craved by the target group. Extensive consumer testing undertaken has endorsed this strategy as connecting with target audience.
The objective is to grow the consumption of rum by increasing the convenience and mobility to consumers, as well as to excite the rum category with new product news.
