Old J Spiced Rum, celebrated for its vibrant flavors, is collaborating with the popular condiment brand Tubby Tom’s to introduce a limited-edition Pineapple Honey Glaze, infused with Old J’s tropical Pineapple Spiced Rum. This partnership represents Old J’s inaugural move into the food market, merging its distinctive flavor characteristics with Tubby Tom’s artisanal sauce-making expertise.

The Pineapple Honey Glaze combines sweet honey with Caribbean spices and a splash of rum, making it ideal for BBQ favorites like wings, ribs, halloumi, or grilled vegetables as summer kicks off. This launch aligns with the increasing consumer interest in spirit-infused sauces, appealing to those looking for unique flavor experiences. Tom Hughes, founder of Tubby Tom’s, describes the glaze as a "true flavor bomb," noting its addictive qualities and the fun experimentation with flavors that both brands embrace.

To bring this innovative product to market, a 12-week on-trade activation is set from June 1 to August 31, featuring the glaze in over 100 pubs and bars across the UK. The activation includes a special offer where customers can enjoy six wings glazed in the Pineapple Honey Sauce along with any double Old J drink, providing a fresh way to engage with the brand.

Nic Ponticakis, Brand Manager for Old J, expresses enthusiasm for this collaboration, saying it perfectly embodies Old J’s spirit of flavor and fun. The Pineapple Honey Glaze will also be available in limited quantities on the Tubby Tom’s website and select online retailers starting June 1, creating opportunities for seasonal promotions and cross-marketing for both brands.

Retailers seeking to capitalize on the growing trend of tropical flavors and alcohol-infused condiments should act quickly, as this limited-edition product is expected to sell out fast.