The rum category has witnessed a recovery of 13% in 2021, after a steep decline in 2020 due to the Covid-19 pandemic. The category is perceived as inexpensive and reliable, with little to no focus on uplifting the segment.

100 Proof Spirits aims to ride this international rum wave and start a “rumbellion” in India while being cognisant of the traditional domestic drivers of the domestic dark rum market.

Pitbull rum is made with 100% sugarcane molasses, blended with barrel-aged spirits and rich Caribbean flavours. It has no added sugar. Pitbull is manufactured in Aurangabad (Maharashtra), bottled at 42.8% ABV, and launched first in Mumbai and Pune for Rs 800 (750 ml) and Rs 225 (180 ml). It can be had on the rocks, or with water, sugarcane juice, ginger ale or cola.

It has the distinctive and bold flavours of the Caribbean Islands with rich notes of sugarcane, and tropical fruits like banana, fig and candied orange. There are hints of cinnamon, vanilla and anise. (More at www.pitbullrum.com).