The Duppy Share to push rum premiumisation

27th June, 2014 by Amy Hopkins

A new independent rum brand, called The Duppy Share, has launched in the UK with the intention to push premiumisation in the category.

The-Duppy-Share

New independent premium Caribbean brand The Duppy Share has launched in Selfridges

The golden Caribbean rum has been created from a blend of three-year-old Jamaican rum and five-year-old Barbados rum which have been aged in Bourbon barrels and then bottled in London.

The brand claims that it is seizing a “golden opportunity” in the rum category, which has yet to experience the same level of premiumisation as other spirits sectors, adding that it intends to “bring the story of provenance” to consumers.

It has been launched by The Westbourne Drinks Co, a new business founded in London by George Frost and Jessica Swinfen, formerly of Innocent Drinks.

“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,” said Frost.

“Rum hasn’t undergone the same level of premiumisation as other spirits, and so there is huge growth potential for the category.”

Legend has it that dark spirits of Caribbean folklore, known as duppies, travel between the distilleries stealing their share of rum. The Duppy Share is therefore a play on the term angel’s share.

Bottled at 40% abv, the brand is launching exclusively in Selfridges next month at an RRP of £37.99.

Leave a Reply

If that's interesting, how about these?

Top 10 biggest spirits stories of 2016

The Spirits Business looks back at the biggest stories to rock the spirits more...

Cognac exports rebound to pre-crisis levels

Global Cognac exports reached their “highest level” in both volume and more...

Irish whiskey exports 'to double' by 2020

Exports of Irish whiskey increased by an estimated 8% in 2016 to €505 million more...

Sugarlands unveils 'Moonshiners' hazelnut rum

Sugarlands Distilling Company has unveiled Mark & Digger's Hazelnut Rum, the more...

SMWS releases 'first' ex-gin cask whisky

The Scotch Malt Whisky Society (SMWS) has released what’s thought to be the more...

Midleton Distillery gets €10.5m expansion

Irish Distillers is embarking on a €10.5 million (US$11.2m) expansion of its more...

Bacardi GTR brings rum focus to Malaga

Bacardi Global Travel Retail has teamed up with Dufry-owned World Duty Free to more...

Experts predict top spirits trends in 2017

If you're curious about what the coming year has in store for the global more...

Irish whiskey sector 'fails to protect small brands'

The growth of Irish whiskey is “under threat” since the industry has a more...

Beam Suntory partners with Chicago Cubs

US baseball team Chicago Cubs has announced Beam Suntory as its official more...

Shareholder condemns 'disdainful' Stock Spirits

Western Gate Private Investments has criticised Stock Spirits for what it calls more...

Plans for Donegal distillery approved

The town of Donegal in Ireland is set to welcome its first distillery in 175 more...

D1 London gin and vodka to enter Chinese market

D1 London Spirits is set to launch its London Gin and Potato Vodka in China, in more...

Top 10 most exciting bar openings of 2016

A London whisky den kitted out with a 185-year-old tree trunk and a Hong Kong more...

London bar hosts first BlackTail residency

The Bloomsbury Club Bar in London is readying to host the "first ever" more...

Bacardi to distribute Ron Santa Teresa rum

Venezuelan rum company Ron Santa Teresa has signed an exclusive international more...

Patrón TR chief: 'every brand is a competitor'

John Kilmartin, travel retail chief at Patrón Spirits International, talks more...

Heaven Hill's Parker Beam dies

Heaven Hill master distiller emeritus Parker Beam has died at the age of 75 more...

Diageo 'may raise stake' in United Spirits

Diageo has declined to comment on reports that it is considering increasing its more...

Rémy Cointreau unveils corporate makeover

Bruichladdich Scotch and Rémy Martin Cognac owner Rémy Cointreau has unveiled more...