First convenience listing in 90 stores across the country for booming Greater Manchester rum brand

Greater Manchester’s Salford Rum has won favour with national retailer Co-op, with its Dark Spice Rum landing in 90 of its convenience stores across the UK this month – marking the brand’s first supermarket listing.

Spearheading its arrival is Greater Manchester’s Ten Locks – a purpose-driven drinks company that champions brands striving for positive change. Salford Rum sits in the company’s portfolio because of its dedication to innovation and unwavering allegiance to its local economy and community.

Becky Davies, head of commercial at Ten Locks, said: “The listing represents a significant step forward for Salford Rum and its founders, James Harrison and Tommy Gaughan, who – with incredible entrepreneurial spirit – set about making something new to rival the buoyancy we’re seeing in gin, while having a positive impact on their community.

“The Co-op will be the first retailer to make the brand available in the convenience sector; the move demonstrates consumer appetite for spiced rum as well as the enhanced role c-stores are playing at the heart of the community off the back of the pandemic. We’re proud to be driving Salford Rum forward and expanding its national footprint.”

Figures from Mintel show c-stores to be essential players in the local community, with the development of ranges crucial to engaging younger shoppers. Data from WSTA show the spiced rum category enjoyed a nine per cent uplift in volume sales in 2019, with growth expected to continue as consumers desire premium spirits to enjoy at home.

Davies continues: “Brands that stack up in terms of taste and purpose will really cement themselves in the year ahead, as consumers are more knowledgeable than ever after a year of making premium drinks and cocktails at home. Local stores are perfectly placed to win here; my advice is back brands that can attract consumers on all fronts, especially in smaller format stores where the challenge is to retain the shoppers they have serviced over the last year. Updating your range to reflect trends and proven consumer appetite is critical to longer term success.”

Co-op spirits buyer Jonathan Grey said: “Salford Dark Spice Rum will make the perfect addition to our spirits offering. It’s a well-crafted, versatile spirit that consumers can enjoy across a number of occasions. The trend for making premium drinks at home and experimenting with cocktail recipes has enabled smaller brands with national appeal, such as Salford Rum, to truly shine. It’s here to stay, with its effect a real opportunity for the convenience sector. We’re proud to stock a brand that is a proven hit with shoppers and who’s values and ethos reflect our own.”

Salford Rum’s expressions takes their flavour inspiration from the rums, fruits and spices from the Caribbean which were landing on British shores for the first time in in the early 1900s. Salford Dark Spice Rum (40% ABV, 70cl) combines specially selected pot and column distilled rums from the Caribbean that have been matured for up to eight years in ex-Bourbon, American white oak casks. A distinct spice blend, it has notes of vanilla, coconut, burnt caramel and cloves, which together, deliver a delicious dark spiced rum.

The company champions and is an official supporter of Salford Lads Club – an incredible resource dedicated to providing opportunities for young people in sports and arts in Salford, Manchester.

Striving to reduce plastic waste during production, every black ceramic bottle of Salford Dark Spice Rum is screen-printed with intricately drawn maps of Salford by local artist, Dave Draws.

Salford Dark Spice Rum will have an RRP of £26 for 70cl in 90 Co-op stores nationwide.

To find out more about Salford Rum or the Ten Locks portfolio – which also includes Nusa Caña Rum, Applewood Gin, Diablesse Rum, Banhez Mezcal, El Tequileño, Langley’s Gin and West Cork Irish Whiskey – visit www.ten-locks.com.

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