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?

Pernod drives Absolut Elyx focus in US

As Pernod Ricard attempts to claw back growth for Absolut vodka, the group has more...

Beluga vodka to make Vinexpo HK debut

Russian spirits producer Synergy is taking Beluga vodka to Vinexpo Hong Kong more...

Tech-focused InchDairnie Distillery opens doors

Scotch whisky veteran Ian Palmer has launched the Fife-based InchDairnie more...

Botran Rum: a brand history

As Botran Rum celebrates its 75th anniversary, SB discovers the family more...

Borough Wines to house Butler's Gin distillery

Independent London merchant Borough Wines & Beers has opened its eighth venue more...

Campari's Grand Marnier acquisition 'on track'

Gruppo Campari is “on-track” to acquire the parent company of Grand Marnier more...

Glen Grant unveils redesign and new whiskies

Glen Grant is set to launch three new Scotch whiskies aged between 12- and more...

World’s ‘oldest’ rum encased in watch

Polish collector’s club Wealth Solutions and Swiss watch manufacturer more...

Glenfiddich Gran Reserva updates design again

William Grant & Sons has updated the packaging design for its Glenfiddich 21 more...

Asia to drive beverage consumption over 5 years

Asia will claim two-thirds of the world's incremental beverage consumption by more...

Stock Spirits loses battle against shareholder

Stock Spirits’ largest shareholder has claimed victory against the Central more...

Pink Pepper Gin celebrates Waitrose deal

Boutique French distillery Audemus Spirits has secured listings for its more...

Pinkster gin smashes crowdfunding target

In just six weeks, Pinkster gin has achieved 126% of its £600,000 crowdfunding more...

Bacardi’s Facundo Rum lands in travel retail

Luxury travel retailer DFS Group has listed Bacardi’s four-piece Facundo Rum more...

Scotch industry urges UK-Scottish partnership

The Scotch Whisky Association has called for the Scottish and UK governments to more...

Strawberries and cream gin launches in UK

Independent small batch distillery Poetic License has rolled out a limited more...

Top 5 bars in... Copenhagen

Cheap rents and readily available licences in Denmark’s capital city are more...

Selfridges not opening water-only bar

Selfridges has denied reports it is planning to open a water-only ‘cocktail more...

Last Drop releases 1961 Dumbarton single grain

Independent spirits bottler The Last Drop Distillers has released a 1961 more...

Stock concedes to appoint new board members

Ahead of its AGM next week, Central and Eastern European producer Stock Spirits more...