Partner Article

Salford Rum boosts its retail distribution with Morrisons listing in the north west

The Salford Rum Company has secured a listing in 14 Morrisons stores in the brand’s north west heartland.

Following listings in 90 Co-op convenience stores nationwide last month, Salford Rum’s Dark Spice variant is being rolled out to Morrisons stores this month, widening the availability of the popular rum brand for its ever-growing fan base.

A celebrated rum after winning a silver medal at the World Rum and Cachaca Awards, Dark Spice blends specially selected rums from Barbados, matured for up to eight years in ex-Bourbon, American white oak casks.

Salford Rum Company’s expert distillers combine these pot and column distilled rums with a distinct spice blend to deliver an exceptional Dark Spice rum with flavours of vanilla, coconut, burnt caramel and cloves. The perfect pairing to cola or ginger beer, Dark Spice also works well in a variety of cocktails.

The retailer listings have been secured thanks to fellow Greater Manchester company, Ten Locks – a drinks company that focuses on conscious, progressive premium spirits brands and unique liquids that have a story to tell.

Becky Davies, head of commercial at Ten Locks, comments: “It’s clear that Salford’s exceptional Dark Spice is a winner with both consumers and experts alike; it’s a beautiful product that looks great on-shelf with its black ceramic bottle and intricate map artwork – something that opens up opportunities for gifting sales, too, as well as sales for cocktail making at home – which has rocketed among premium spirits lovers over the past year.

“The trend for enjoying premium spirits at home is set to continue as lockdown restrictions ease and outdoor gatherings and garden parties can take place. Salford Rum Dark Spice fits perfectly into this occasion and, now it’s available in Morrisons stores, we’re fully expecting bottles to fly off the shelf throughout the summer.

“The brand has something of a cult following in the north west, so it’s good to see the Dark Spice available to Mancunians in their local Morrisons supermarket. We predict big things for this brand both regionally and nationally, so it’s a great bet if you’re looking to add a deliciously different bottle to your rum range.”

Thomas Elliman, Buying Manager for the region at Morrisons, said: “We are excited to offer our customers in the Greater Manchester region the chance to buy the Salford Dark Spice Rum at their local Morrisons store. After watching the brand with interest and noting its growing army of followers, providing an off-trade outlet for this popular, versatile - and delicious – liquid, makes sense. The ceramic bottle provides great stand out on shelf and we are keen to see what our shoppers get up to, cocktail-making wise!”

Tommy Gaughan, co-founder of Salford Rum, comments: “This listing is a huge step forward for the brand, and we are so pleased that local fans of Salford Rum can grab a bottle of Dark Spice while they do their weekly shop. We see it as the start of something big – and we wouldn’t be where we are without the unwavering support of our loyal customer base that has stuck by us for the last two and a half years.”

The company 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.

Additionally, in an effort 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 has an RRP of £26 for 70cl in 14 regional Morrisons stores in Failsworth, Dukinfield, Oldham (Chadderton), Denton, Eccles, Stockport (Bredbury and Cheadle Heath), Whitefield, Swinton, Chorlton, Openshaw and in Manchester city centre; Grafton Street and Piccadilly Gardens.

This was posted in Bdaily's Members' News section by Francesca Gaffey .