So here's where we Blog. Read on for the ramblings of some passionate Crafties!

What is ‘Craft Rum’     - (Dave, January 2021)

 

We’re a craft rum producer and passionate about what we do; in fact we are on a mission to show everyone what is so amazing about great craft rum.

 

So what is ‘craft rum’? and what makes it different?

 

There are of course some exceptional rums available from the large distilleries and producers, but currently, the majority of rum consumed in the UK is made up of mass-produced products from large commercial producers. As with other spirits previously, for years these brands have been producing rum as quickly and cheaply as possible, often creating low-end products and inevitably influencing people how they think rum should taste. Some of these products don’t even reach the minimum requirement for rum to be at least 37.5% ABV.

 

Rum is a fast-growing market sector and annual sales in the UK has topped £1bn. Whilst ‘Craft Rum’ is a growing component of that market, it still has a relatively small market share. And that means that most people are yet to find out how great it is!

 

The great news is that Craft Rum is now a really fast-growing sector as more and more people switch on to the amazing quality and diversity of the products available. The global craft rum market size was valued at USD 1.06 billion in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 5.2% from 2020 to 2027. Europe held the largest revenue share of more than 35.0% in 2019. The U.K., Germany, and France are the major markets of the region.

 

Spiced and flavoured rum has become a major force in the increasing popularity of rum, introducing a whole wave of drinkers to appreciate the spirit, either straight, with mixers or in favourite cocktails. Here again, the commercial producers cut corners and costs using inferior ingredients and often adding un-necessary sugar and heavy doses of vanilla to disguise the inferiority of the base rum. The worst offenders will add synthetic flavourings, artificial sweeteners and colourings.

 

Craft producers will use quality and ethically sourced spices and macerate them with real, good quality rum. These processes are of course very manual and far more time consuming, so as you can imagine, effects the costs of production. But boy is it worth it!

 

All rum is cut with water to bring the distillery strength rum down to a drinkable ABV % (Alcohol By Volume). For rum this is typically 37.5% - 40% but some companies also produce overproof rums. The point here is that as much as half the contents of your bottle of rum is water. Craft producers will use a quality water source, more often than not a spring water. We use water supplied from our friends at https://devoniawater.co.uk/ Devonia’s water comes from a spring that bubbles up on the edge of a meadow near the Devon villages of Beeson and Beesands, less than a mile from the sea and about three miles from Start point. I doubt many mass producers could make a similar claim!

 

 

Craft rum is produced by smaller companies, in smaller batches, with passion, using quality base rums, quality and ethically sourced ingredients. Rum drinkers prefer craft rum over commercial rum due to its smooth taste, high-end quality, and authentic flavour. Craft spirit producers generally manufacture on a small scale and they have a hands-on approach to the process, typically blending, compounding and bottling themselves on-site.

 

When you buy craft rum, you are buying a story, a high quality, better product from a company that cares about what they are selling you, cares about how it is produced and cares about their impact on the environment.

It probably won’t surprise you to hear that all rums are not created equal. Some are great and some are, well…..not!

We’re in the Craft Rum business; we’re all passionate about what we do and we’ve made it our mission to show everyone what is so amazing about Craft Rum, what makes it so different to mass-produced alternatives and why you should try it! (even if it does cost a few quid more!)

 

Craft rum is produced by smaller companies, in smaller batches, with passion, using quality base rums, quality and ethically sourced ingredients. Rum drinkers prefer craft rum over commercial rum due to its smooth taste, high-end quality, and authentic flavour. Craft spirit producers generally manufacture on a small scale and they have a hands-on approach to the process, typically blending, compounding and bottling themselves on-site.

 

When you buy craft rum, you are buying a story, a high quality, better product from a company that cares about what they are selling you, cares about how it is produced and cares about their impact on the environment.

- Dave - December 2020

So 2020 did not turn out how we expected! 

- (Giles: Jan 2021)

When we launched in March 2020, we assumed that our business customers would be an even split between the on-trade and off-trade sectors.

 

Of course the on-trade sector has been particularly heavily hit by COVID-19, and the resulting lockdowns or restrictions.

 

Consequently, we have been focusing the majority of our attention at building our customer base in the speciality food and drink retail sector.

We are now the leading Craft Rum brand in Devon, with over 90 independent retailers in the specialty food and drink market stocking Devon Rum Company products.

In the off-trade sector, businesses are consistently reporting an upturn in sales as the effects of COVID-19 has drawn consumers to shop and support local.

Research by the Farm Retail Association (FRA) show Farm retailers across the UK reporting an unprecedented surge in new customers amid the coronavirus pandemic.

 

A significant and growing number of these outlets hold alcohol licences and are a valuable addition to the potential customer list of ’essential retailers’. The FRA estimates that the UK’s network of farm shops has a combined turnover of more than £1.5bn

COVID-19 has led to a quarter of people surveyed increasing their use of farm shops and local producers this year

Farm retailers have transformed their businesses and played a key role supporting vulnerable people with local deliveries.

Research from leading rural insurer NFU Mutual shows that 40% of people plan to buy more from farm shops and local producers.

 

The support follows a huge increase in the number of people using farm shops during the COVID-19 pandemic. NFU Mutual’s research reveals that one in four people have used farm shops or local producers more in 2020.

 

Rebecca Davidson, Rural Affairs Specialist at NFU Mutual, said: “Throughout the pandemic farm shops have provided a lifeline to local communities, sourcing vital supplies during shortages, delivering fresh produce to vulnerable people and helping to keep people’s spirits up with friendly service.”

 

“The rise of these rural retailers has been no mean feat. Many farm shops have worked round the clock transforming their business model to meet demand, such as introducing click and collect services. Staff have adapted from serving in farm shop cafes to processing and delivering online orders, and stores have redesigned their layouts to offer Covid-safe shopping experiences.”  

 

According to new research from NFU Mutual, supporting smaller, local businesses was the biggest reason people chose to buy from farm retailers and small producers over the pandemic. Fresher, better-quality produce was also rated highly, followed by the environmental benefits of buying local food. 

 

Rebecca Davidson added: “Promisingly, 40% of people say they will use farm shops and local producers more this Christmas and there are encouraging signs that these changes are here to stay.  In fact, a recent survey of our customers has revealed that shopping locally is the top permanent change they plan to make after the pandemic is over. There’s no better way to thank our farm shops and farmers for their hard work this year than by supporting them - not only over the festive season but into 2021 and beyond.”

 

Research from the Farm Retail Association (FRA) carried out in July found that 92% of farm retailers reported a significant rise in new customers since the first lockdown in March. As part of its ongoing support for farmers diversifying their businesses, NFU Mutual held a webinar earlier this year with the FRA on setting up a farm shop enterprise.

 

Jenny Rose, Manager of the Farm Retail Association, said: “We are hugely encouraged by the latest NFU Mutual research. Much of this success story has been a result of farm shops being able to replenish shelves which has helped establish them as reliable food suppliers, alongside shops providing a relaxed but Covid-safe environment for shopping which consumers find less chaotic than other retail settings.”

 

There are now thousands of farm shops and farmers selling produce directly from the farm gate.

 

Source: NFU Mutual, December 2020

loverum@devonrumcompany.com

01803 907822 or 07711 674288

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