A premium golden Caribbean rum has been launched to challenge perceptions about the spirit and to attract a new generation of drinkers.
The Duppy Share is a blend of oak-aged rums from Jamaica and Barbados, distilled in the Caribbean by fourth-generation rum masters and then bottled in London.
The Duppy Share has been launched by The Westbourne Drinks Co, a new business founded in London by “rum adventurer” George Frost and start-up guru Jessica Swinfen, formerly of Innocent Drinks.
Inspired by his love of the Caribbean, George wanted to create “the perfect golden rum that would capture the spirit of the islands whilst representing a taste of the modern Caribbean”.
He said: “There’s a real gap in the rum category for a contemporary and premium player that will resonate with a new audience whilst appealing to seasoned fans of the spirit.
“Rum hasn’t undergone the same level of premiumisation as other spirits, and so there is huge growth potential for the category. The Duppy Share will seize this golden opportunity by bringing a contemporary and great-tasting product to market that bottles the real spirit of the Caribbean.”
At 40% ABV, the spirit combines the bold, tropical fruit flavours of a three-year-old 100% pot still Jamaican rum with the smooth, oaky notes of a five-year-old Barbados rum. American oak ex-bourbon barrels give the rum a golden tint and add subtle oaky, caramel flavours.
The bottle, created by brand design agency B&B studio, has an evocative label design inspired by 1930s travel posters that aims to bring alive the nostalgic, sophisticated Caribbean feel of the brand.
The rum is promoted for serving simply with soda and a slice of lime but is also made for mixing in either classic cocktails or contemporary creations, especially punches.
The launch is being supported by a national PR campaign by Palm PR. Available in 70cl bottles, it is recommended for sale in retail at £37.99.
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