November 26, 2020

Leeds-based rum brand enjoys successful launch

Launched in Victoria Gate, Leeds, towards the end of December 2019, Libations Rum has cemented itself as one of Yorkshire’s first dedicated rum brands after selling out its first batch in just a matter of days.

Based in Leeds, former Diageo employee Rory Armstrong established the company with the intention of creating an approachable spiced rum that offers something different to its mainstream counterparts.

Rory commented: “Producing a spiced rum of interest using quality local botanicals and ingredients where possible is something that’s hugely important to me. I worked with a local distillery and other suppliers for around six months creating the final liquid we have today.

“I wanted our rum to leave an impression on drinkers rather than blending into the category… pardon the pun. There’s been lots of work going on behind the scenes not only in regards to the liquid but the branding too. You’ll fine some subtle hints in the branding as to the Yorkshire-Caribbean origins of the rum on the bottle. All being said, I’m really proud of the end product.”

The Victoria Gate launch saw a positive start selling out of Batch 1 in just four days. Rory added: “Selling through Batch 1 in such a short period of time was really encouraging. Around 1,500 customers sampled during the launch event, which allowed us to get a really balanced idea of what people really thought of the liquid itself. Overall it was a hugely positive response!”

Libations is aimed at the craft/artisan end of the market in which gin has enjoyed such a strong performance in recent years. With 2020 now underway, the company is looking to continue to grow its customer base and get its Yorkshire rum in the hands of more drinkers.