UK push for luxury Pyrat XO rum with new distributor

Pyrat Rum XO Reserve

The luxury Pyrat XO Reserve Rum is to have a new push in the UK on-trade after being taken on by leading premium spirits distributor Spirit Cartel.

Described as a “cult favourite” with bartenders, it is a complex, mellow blend of fine Caribbean rums, aged up to 15 years using a solera system.

With ABV of 40%, it has warm notes of vanilla, caramel and toffee with candied fruit, sarsaparilla, a touch of ginger and cinnamon.

It comes in individually numbered, handcrafted decanters which are adorned with the image of Hoti – the Zen patron saint and protector of bartenders. In retail, it has a recommended price of £39.99.

Previously distributed in the UK by Catalyst Brands and, before that, by Cellar Trends, the Pyrat brand is owned by The Patrón Spirits Company which launched it in 1996.

Matthias Knoll, vice president for Europe, the Middle East and Africa, said: “The Pyrat brand is a highly artisanal spirit, capturing the true character and flavour of the Caribbean. With the help of Spirit Cartel we’re thrilled to grow this brand in the UK and introduce it to even more discerning spirits drinkers throughout the country.”

Charles Marshall, Spirit Cartel’s “consiglieri”, added: “We are delighted to introduce ultra-premium Pyrat XO Reserve Rum into our portfolio of ground-breaking spirits. We take on brands with provenance and stories that challenge, shake up the market and inspire bartenders and we think this rum will do just that.”

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