Calcutta, Dec. 10: Liquor major Kyndal group is eyeing a share of the traditional rum market of eastern India through its premium offering Bootz Dark Jamaica Rum.

"Rum is a dominant flavour in the east. But there is a gap in the product offering, especially at the high end. Through Boots Dark, we want to address this gap so that consumers can upgrade to a more premium offering. Our past experience in the premium brandy segment shows that we can get good response," said Pushpanjali Banerji, brand director at Kyndal group.

The rum was launched by Bols Kyndal India, a joint venture between Amsterdam-based Lucas Bols and Kyndal India.

The spirit will be imported from Jamaica and blended and bottled at the Goa plant of the company. It is priced at Rs 530 (750 ml), Rs 320, (375 ml) and Rs 180 (180 ml).

According to Sushanto Kumar Banerji, vice-president of sales at Kyndal group, although the original spirit is imported, the company is able to price the product competitively by blending and bottling it in India. Companies have to pay a hefty duty on overseas liquor bottled at the place of origin.

"India is a major rum consuming market with an annual volume of over 47 million cases (each case consists of 12 bottles) and growing at 6.5 per cent per annum. In the east, Bengal is a key market with a volume of around 25 lakh cases. The average price of the market is around Rs 300-350 and there are hardly any premium rum brands," he said, adding that the company is aiming for a 3 per cent market share over the next few years by bringing in consumers who are looking for an upgrade.

Old Monk, Celebrations, Bacardi and Captain Morgan are a few popular rum brands in the eastern market.