Diablesse Rum listings boost turnover 400%

Manchester-based rum brand Diablesse reported a 400% turnover increase in its second year after securing listings with UK supermarkets and wholesalers.

Cleo Farman is managing director of Diablesse Rum

The blended rum brand is available in Fenwick and Selfridges stores, as well as through online retailers Master of Malt, 31 Dover and The Whisky Exchange. The brand also recently secured listings with supermarket chain The Co-op and wholesaler Booker.

Diablesse Rum’s new listings and its partnerships with bar operators New World Trading Company and Amber Taverns helped the brand grow its profits by 25% between the third and fourth quarter in 2019.

Cleo Farman, managing director of Diablesse Rum, said: “The increased interest in rum and how the industry is continuing to boom is something I’m excited to be a part of, seeing the continued growth of Diablesse into the consumer market.

“Securing a listing with Co-op is hugely exciting for the brand, helping to project us nationally and introduce us to a wider audience.”

Diablesse Rum is looking to capitalise on its growth by creating perfect serves for its rums, which can easily be created at home. To create its signature serves, Diablesse partnered with Manchester bartender Gethin Jones.

Sourced, blended and bottled by Manchester-based Farman and Son, Diablesse Rum currently bottles two expressions: Diablesse Caribbean Rum and Diablesse Clementine Spiced Rum.

Farman said: “From the start, it was always my ambition to bring authentic rums to the British shores, with Diablesse a result of my year-long exploration, personally creating and testing different blends and flavours. I’m overwhelmed so far by the incredible response to the brand, seeing people engaging with our story and flavour profile of our rums, both male and female.”