People are choosing quality over quantity. The competition is increasing however the competition isn’t simply to sell more rum, but to produce the highest quality. There is a rising popularity for rum, it’s not just a cocktail ingredient but a well-liked drink in its own right. Through extensive research, we understand that people are drinking less but choosing to purchase more premium, expensive drinks and spending more on a night out. Premiumisation feels like a big trend in the spirits industry right now. That’s great to hear and based on the branding of the rum, it feels like you’re positioning it as a premium product. The honey created by the Bees goes into the rum and “every time you buy a bottle you adopt a bee” and £1 of that donation goes towards the charity ‘Forever Manchester,’ supporting community activities across the North West. Incorporating the ‘Unity, Creativity and Hard work ethic,’ of our city, we source our honey in the rum from a bee sanctuary on top of The iconic Printworks building. The community here is buzzing, pun not intended, so we have linked Decorrum to the worker bee, the iconic symbol of Manchester and what it represents. They are produced and imported from France, spray painted in Birmingham and sent to Alcohol Solutions to be bottled, sealed and filled with our rum.Īs we’re based in Manchester we wanted to incorporate the spirit of the city into the brand. They sent us three samples in three separate batches to try and after a lot of back and forth and months of emails, calls and focus group discussions, we got it right. We had to give them a liquid brief suggesting what colour, smell and taste profile we wanted in a word document and then they would help us create the product. It was difficult during lockdown because we couldn’t go to the distillery and try out recipes in person. They reduce the strength of the rum to 37.5%, spice it and flavour it with our recommended ingredients to give us the final bottle we know as Decorrum. The product is imported as a white 95%+ base spirit from Guyana and then goes to a distillery in Carrington called Alcohol Solutions.
We eventually discovered The Diamond Distillery, which is renowned for the quality of its rum.
Everyone we spoke to gave good advice and was happy to guide us in the right direction. We knew that the majority of rum in the UK came from the Caribbean so it was a case of creating several business plans, picking up the phone and seeing where we could source it from.
How is your spiced rum made and what is the story behind the ingredients? I’m an art deco and 1920s nerd so you’re talking to an ideal customer here.
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