“Cool Rummings” As Brand Expands In Spirited Fashion

The up and rumming drink is just that – rum – from an artisan Lymington-based company, which is set to see its spirit level out of the recent ginaissance.

Sun Rum, which is owned and run by Matt England, who has worked in the hospitality sector across the South for nearly two decades, came about after working with local artisan gin makers. He spotted a niche for a fresh brand which would appeal to younger lifestyle-focused customers and rum was the category that showed most promise.

Rum contributed to a rise in sales across the spirits category in 2019. With total sector value up by 6.2 per cent, this growth undoubtedly powered by the massive popularity of gin and a wider love of new cocktails.

Keen to distance rum from the cliched ‘sailors and pirates’ connotation, Matt launched his brand in 2019 after testing the market the summer before. The aim is to appeal specifically to summer sophisticates and high-end resorts, from across the UK to the South of France and Ibiza, places where young at heart party crowds frequent quality bars, clubs, hotels and restaurants.

Matt said: “The brand vision for Sun Rum is very much “Sunshine in a bottle”. The liquid is a collaboration of four smooth Caribbean rums hand-picked from distilleries across Cuba, Dominican Republic and Barbados, aged up to 5 years in white American oak barrels. “

Matt continued: “The drink itself is a collaboration of rums and we feel this mix offers something greater than the sum of the individual styles. Togetherness and collaboration is something very important in my life and business. The whole brand endorses a vibrant and fun lifestyle, something that is ever present in all marketing and social media content as well. We love using the strap-line ‘if you’re gonna do it, you may as well Sun Rum it!’.”

Currently, direct to consumer sales online have been the largest growth area in light of the recent hospitality sector suspension. Matt’s next move is to expand, supply more to the retail and trade sector and build connections with those who endorse enjoyment, a beach lifestyle, holidays, modern music, clubs and DJs, people who promote events which make safe and happy memories. Once he has made inroads with the UK market, he plans to move across to Europe, then further afield. Discussion are being had at this moment to launch the product in the Mediterranean next spring.

Although the pandemic has halted all events in their tracks, Matt hopes to be co-sponsoring the rescheduled Brighton Music Conference, from September 23-26th. The nations leading dance and DJ event that this year has attendees such as DJs Anne Savage, Brandon Block and Gordon Mac. This is something Sun Rum feel passionately about aligning with. Also in the diary is the (now rescheduled) International Drinks Expo in London in June 2021, the premier event for connecting hospitality industry professionals. Sun Rum has been nominated for the prestigious “Design Excellence Award” here. A platform that traditionally has seen passed winner fast-tracked to success.

“Having worked with various drinks brands my entire career, I do love and respect the image traditional rum brands have forged for themselves over the past 30 years or so. However, the “2020s” need to offer something that better connects with drinkers today and Sun Rum should firmly fill that desire.”

Aptly, for a drink based on cane juice or molasses, Matt is already looking to set to hit the sweet spot once venues are open for business again. https://www.sun-rum.com/ available from Amazon and other retail outlets.