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.

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