UK debut for That Boutique-y Rum Company

The-Boutique-Y Rum Company

Atom Brands’ That Boutique-y Drinks Company is venturing into the small batch rum category with the launch of That Boutique-y Rum Company.

Taking its cue from sibling brands That Boutique-y Whisky Company and That Boutique-y Gin Company, the new rum collection, which is available in the UK though distributor Maverick Drinks, comprises limited edition releases from long-lost distilleries and extremely rare casks.

Created with the help of rum expert Peter Holland, the That Boutique-Y Rum Company (TBRC) range includes aged rums from Caroni Distillery in Trinidad and Monymusk in Jamaica as well as unexpected finds such as the fresh, crisp and unaged offerings of O Reizinho Distillery in Portugal. There will also be top secret distillery bottlings designed to tease and please rum-lovers.

Peter said: “That Boutique-y Rum Company aims to bring you rums from familiar producers and regions as well as from places you perhaps wouldn’t expect.

“My personal aim is to source rums that excite me. Don’t expect everything to be aged and do expect to encounter rums that don’t taste like the ‘norm’.”

The TBRC range aims to tackle the “unspoken and inaccurate” notion that the darker the rum, the older it must be.

Taking inspiration from the Gargano Classification System, TBRC has categorised the collection by method of production. These are simple, uncoded descriptors such as whether the rum hails from a single distillery or multiple distilleries, from a traditional column still or a pot still, aiming to make it easier for consumers to navigate and explore the range with confidence.

Maverick Drinks co-founder Michael Vachon said: “That Boutique-y Rum is such an exciting range for us to bring to our partners – one that will continue to grow and evolve over the coming years.

“Each bottling will be small batch and limited edition, with a fresh approach to rum categorisation that is all about the process and the provenance, not the colour.”

That Boutique-y Rum Company has also collaborated with digital painter Jim’ll Paint It to create bespoke bottle labels which tell stories about rum and the distilleries.

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