Spirit Cartel to distribute Equiano rum in the UK


Equiano Spirit Cartel distribution partnership

Premium rum brand Equiano has announced its first exclusive UK distribution partnership with Spirit Cartel.

Equiano launched to the UK market in October 2019, presenting a premium Afro-Carribean dark rum that “blends two cultures, two distilleries and two islands.”

Following a successful year, with a multitude of on-trade listings in the UK, including Sketch, Annabel’s, Laki Kane, Trailer Happiness, Tayer + Elementary, Davies & Brook at Claridges and Kwant, the brand hopes to continue to gain momentum globally.

Spirit Cartel will support Equiano’s UK sales by driving their focus on premium retail, e-commerce and on-trade accounts, making the rum easily accessible to consumers across the nation.

Oli Bartlam, co-founder of Equiano, said: “We’re incredibly pleased to have appointed Spirit Cartel as our UK distributor. The whole team really impressed us with their knowledge of the market and how passionate they were for the brands they represent.

“There is a huge opportunity for Equiano – we have world class liquid, a powerful story to tell and philanthropic aspirations at our heart.

“We are positive that we have the right partners in place who understand our vision and can help us bring that to life in the market.”

David Hood, general manager at Spirit Cartel, added: “The vision for our relationship is long-term. Spirit Cartel has been re-working its rum portfolio and Equiano has now taken its rightful place as the super-premium rum with a brand story that is gaining momentum globally.

“As the market is rapidly changing, we want to focus on premium retail, e-commerce and relevant on-trade accounts to make sure that it is easily available for consumers in every corner of the UK.”

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