Mât River, leader in 2021 in arranged rums in mainland France ! The brand has succeeded in its development in this highly contested market segment, originally created by Isautier and in which all the rum producers of Réunion, but also from the Antilles, were engulfed.
It’s time for satisfaction and pride at Mascarin, in charge of the destiny of the Rivière du Mât brand, in view of the results obtained in mainland France*. They confirm the relevance of the “culture of excellence” attached to the reputation of Rivière du Mât. A culture demonstrated by its choice to always stand out from others. What was not given in advance for a market segment, the Arranged, where all products have an air of resemblance. The offer of arranged rums from Rivière du Mât is divided between three ranges : Arranged Classic (nine references), Arranged Tradition (two references), The Arranged Moment (three references). It's on the latter, The Arranged Moment, that the immediate news of the brand is focused with the launch of a third reference, Vanilla, which confirms the specificity of the product. If Rivière du Mât highlights the particular touch of its Arrangés Tradition (with Faham and Turmeric Ginger flavors), it is now on liqueurs that it stands out the most. The “gourmet” positioning of liqueurs is indeed based, here, on a particularly wise choice in the context of the growing popularity of vegan : Rivière du Mât liqueurs are based on vegetable cream (and not animal milk). Second difference compared to the competition, Rivière du Mât has chosen the simplest macerate, exactly how we make arranged rums at home. A choice of authenticity therefore. Finally, other product feature, filtration of the macerate leaves no pulp inside the bottle. This is how the first two Instant d’Arrangés with Banana Cinnamon and Bourbon Pointu were designed., as well as the very last, Vanilla. The Arranged offering also provides an original response to the problem of on-shelf visibility.. Bottles of arranged rums have shapes and colors that are more or less similar. Faithful to its traditional, somewhat chunky bottle, Rivière du Mât has made the choice, for its liqueurs, different packaging, opaque. It is therefore impossible to miss the black of the Instant d’Arrangé au Bourbon Pointu ! These are all particularities which explain the very positive reception of Instant d’Arrangé in Reunion.. The old adage “Snack, it’s adopting it” applies to it perfectly.
* Metropolis focus (arranged rum markets of 2,291 million liters) : arranged rum June to September no. 1 metropolis At 28% of market price volume (sources IRI distributor panel).
Cuvée 1886 : Rivière du Mât’s gift for the holidays
On the old rum market, its historical know-how, Rivière du Mât is not only a leader : the brand makes more than 50% of sales. Released two months ago, Cuvée 1886 is a blend 8 to 12 years old. All the expertise of Rivière du Mât blends is expressed in this excellent old rum., worthy of special occasions. The brand is making it its flagship product for the end-of-year holidays.
Rum Spice Rivière du mat challenges Captain Morgan
The duel began in the cocktail rum segment where Captain Morgan, rum bearing the image of the famous pirate, reigns supreme, in Reunion as in mainland France and, the truth, in the whole world. A duel that promises to be “tough, suave and gourmand », as the Rum Spice label warns. Rivière du Mât launches this young rum with vanilla and spices on November 1st in Reunion. Rum Spice has already been available for three months in mainland France with initial encouraging feedback.. Intended exclusively for cocktails, this rum is mainly drunk with cola, but also goes perfectly with Ginger Beer. A product designed for parties and to stimulate the creativity of CHR bartenders.
