Joining the firm’s purpose-led portfolio now, it’s poised to power the hibiscus trend
Award-winning Diablesse Rum, the first solely female-owned rum brand in the UK, asserts its innovation credentials with its latest launch – the world’s first Coconut and Hibiscus rum (RRP £32).
Following the success of Diablesse’s core range of small-batch expressions – including Diablesse’s Caribbean Rum and Clementine Spiced Rum – the new product is destined for premium venues, specialist retailers and major supermarkets across the country. The launch marks the very first time a rum carries a 100 percent naturally pink colour.
With a beautifully unique flavour, blending natural coconut with the dry, tart flavour of hibiscus finishing with notes of frangipane, Diablesse Coconut & Hibiscus Rum uses a delicious, single origin demerara rum from Guyana’s Diamond Distillery as its base to create a naturally sweet rum with a fantastic silky texture.
Perfectly aligning with Ten Locks’ ethos and commitment to driving positive change, Diablesse Rum represents female empowerment and equality, whilst looking to produce authentic rums of excellent provenance. The brand is striving to be completely sustainable by 2025; Diablesse Rum has recently changed its bottles to use 65 percent recycled glass, with the lighter format helping to reduce its carbon footprint.
Becky Davies, Head of Commercial at Ten Locks, said “Diablesse Rum is an exceptional example of a brand writing its own rules in the industry, with the launch of its naturally pink Coconut and Hibiscus rum. It brings two ‘world firsts’ into the Ten Locks portfolio, building on an already truly striking proposition.
“The range continues to be welcomed by the on and off-trade, owing to its incredible quality credentials and ability to engage consumers through delicious yet daring flavours, and an innate brand power that’s authentic and genuinely exciting. Diablesse is constantly breaking down barriers and seeking innovative ways to enact positive change, including identifying new ways to make its product offering more sustainable. This encapsulates the core spirit of Ten Locks, so we’re incredibly proud to have the brand within our portfolio and introduce the new product to both the on and off trade.”
Cleo Farman, Founder of Diablesse Rum, added “The launch of our latest addition to the range is incredibly timely, as drinks with hibiscus flavours continue to gain popularity across the industry. We’re proud to be leading the way by offering the trade something truly unique, with a flavour profile that’s never been done before, at a time we know consumers are curious and thirsty for it.
“Our goal is to continue creating innovative and distinctive rums that aren’t limited to certain serves or occasions – be it enjoyed straight, mixed or in cocktails either at home or in a bar, pub, club or restaurant setting.”
Diablesse Rum is proud to support the Young Women’s Trust, a feminist organisation working to achieve economic justice for young women. The Young Women’s Trust supports young women by campaigning for young women’s equality in the workplace, equal pay and supports young women in planning for the future.
The existing Diablesse range is currently stocked nationally online at Morrisons (Clementine Spiced only), Master of Malt, Whisky Exchange, Drinks Supermarket and Amazon, as well as in Selfridges and selected national independent wine & spirits merchants. It is also served in bars across the UK including core cities of Manchester & London. For more information on the rum and for innovative cocktail ideas visit diablesserum.co.uk.
Ten Locks portfolio of premium spirits brands also includes Ace + Freak, Cambusier, Bourgoin Cognac, Salford Rum, Mary White Vodka, Nusa Caña Rum, Applewood Gin, Banhez Mezcal, El Tequileño, Langley’s Gin, Redwood Empire, Sollasa and West Cork Irish Whiskey. Visit www.ten-locks.com for further information.
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