V Rum takes flight with GMAX
British brand V Rum has teamed up with GMAX Travel Retail to offer its sustainably crafted rums to travellers around the globe.
V Rum, distilled and bottled in Hampshire, England, is expanding its distribution into the global travel retail (GTR) market for the first time.
Carl Churchill, founder and CEO of V Rum, commented: “Partnering with GMAX is a major milestone for us. Their extensive travel retail and duty free expertise, and global network make them the perfect partner for V Rum’s ambitious expansion plans.
“This move reflects our commitment to crafting premium rum with global appeal. This is about showing the world what Great British rum can truly be.”
V Rum is dedicated to quality, innovation and environmental responsibility. This commitment is present through the use of renewable energy, rainwater harvesting, 100% recycled British glass bottles, and sustainable packaging.
The brand’s portfolio includes V Premium White Rum, Spiced Rum, Overproof Rum, and a growing ready-to-drink (RTD) range.
Johnny Neill, portfolio director at V Rum, added: “This partnership is a statement of intent. GMAX is an expert in connecting world-class brands with international consumers, and their belief in V Rum reinforces the momentum we’re building.
“Together, we’ll be taking a British, sustainably-made rum into key global markets and introducing something genuinely different to the travel retail category.”
GMAX has extensive experience introducing global brands such as Brother’s Bond Bourbon and Au Vodka to the travel retail and duty free markets.
Through its collaboration with GMAX, V Rum will broaden its presence across the GTR channel, including airports, cruise lines, and the travel and hospitality sector.
Garry Maxwell, founder and director of GMAX Travel Retail, said: “V Rum brings something unique to travel retail, a premium British spirit with genuine craft credentials and a clear sustainability story. We’re delighted to be partnering with Carl, Johnny and the V team.
“It’s great to be able to help support a local business and introduce their range to international travellers who are looking for brands with purpose, provenance, and great taste.
“We’re excited to play a part in V Rum’s next chapter of growth, and we see V Rum as an important and exciting addition to our strong brand portfolio, with many opportunities across all forms of global travel retail.”
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