Anheuser-Busch (AB) InBev is launching a new rum flavoured premium beer brand, Cubanisto, in the UK on 24 March 2014.

Cubanisto carries a taste of citrus, orange zest and lime, with aroma of caramelised cane sugar and treacle.

The move by AB InBev is to meet the growing demand among consumers for the flavoured beer category, which is worth £115m in the UK and is continuously growing in both on and off trade markets.

Cubanisto will be available in on and off trade channels in UV-light sensitive coated bottles.

In the off trade, the flavoured beer will be available in 3x330ml packs and single bottles.

To promote the brand, the pack design will be showcased with bottle glorifiers, stencils and illuminators in the on-trade markets, while in-store activity and point of sale kits will be offered in the off-trade.

Additionally, the brewery will create secret consumer experiences, which will be unlocked through social media, and will use new technology to provide fans access to exclusive content.

AB InBev UK senior brand manager Emily Kraftman said Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends.

"AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example," Kraftman added.