African and Caribbean rum brand Equiano has partnered with Drinks One for an exclusive distribution deal in the UK.
The partnership is said to demonstrate Drinks One’s rapidly expanding premium spirits portfolio and aims to increase the Equiano’s market presence.
The Equiano Rum Co. was launched in 2020 and co-founded by Ian Burrell, ‘global rum ambassador’ and Channel Four Sunday Brunch rum specialist.
The brand is inspired by freedom fighter Olaudah Equiano and is the world’s first African and Caribbean rum blend.
The rums are made without added sugar or spices, and come in three expressions: Light, Original, and a limited-edition release, Ominira. The limited-batch blend is made with rums from Gray’s in Mauritius and Foursquare distillery in Barbados.
Sharing his excitement on being the brand’s sole UK distributor, Nick Worthington, CEO of Drinks One Brands, said: “We are delighted to welcome Equiano Rum to the Drinks One portfolio. The brand has an incredible backstory and a striking presence on the back bar.
“Their business values and commitment to quality perfectly align with our mission to provide consumers with exceptional drinking experiences. Nick and Mike (Drinks One co-founders) have a very strong rum brand background from J Wray and Nephew. We look forward to growing Equiano to similar heights.”
Drinks One Brands will use its wide distribution network, marketing expertise and industry knowledge to increase the brand’s presence and availability in the UK market.
In 2022, Equiano raised more than £10,000 (US$11,921) in partnership with international human rights charity Anti-Slavery International.
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