The Salford Rum Company and Diablesse Rum are available to UK retailers 

Ten Locks, Manchester’s new premium drinks firm dedicated to backing brands striving for positive change, has announced a duo of spiced rum brands set to make their mark in the booming sector[1]; The Salford Rum Company and Diablesse Rum join Ten Locks burgeoning portfolio this month and are available to retailers now.

The Salford Rum Company has already aroused the fascination and tastebuds of drinkers in Greater Manchester with its range of small batch golden and dark spiced rums that are distilled, blended and bottled close to the old Salford Docks. The brand takes inspiration from the imports of Caribbean rums and world spices that came through the city’s famous docks during the early 1900s.

Via Ten Locks, the distiller’s Salford Original Spiced Rum (40% abv) – expertly infused with vanilla, nutmeg, cinnamon, ginger and dried Caribbean fruits, and Salford Dark Spice Rum (40% abv) – a deliciously dark rum with flavours of vanilla, coconut, burnt caramel and cloves – are available to retailers nationally.

Diablesse Rum is a female-owned rum brand celebrating authentic, quality rums of provenance from the Caribbean. It strives to create unique blends, flavour profiles and serves to offer a more elegant brand while challenging the way rum is traditionally perceived.

Ten Locks will grow the brands’ two flagship expressions in the UK. The award-winning Diablesse Caribbean Golden Rum (40% abv), is a blend of rums from some of the most highly regarded distilleries in the world; an eight year old rum from the Four Square Distillery in Barbados, a four year old Jamaican rum from Worthy Park, and a three year old Demerara rum from the famous Enmore Coffey still in Guyana. It is aged in American Oak ex-bourbon barrels resulting in flavours of banana, butterscotch and fruitcake, with tropical fruit and peppery oak notes.

Diablesse Clementine Spiced Rum (40% abv) is the only clementine spiced rum in the world and an international gold medal winner. It is a 100 per cent single origin Demerara rum from the world-renowned Diamond Distillery in Guyana. Using centuries-old traditional distillation methods, it is infused with only natural ingredients; clementine, ginger, cinnamon, vanilla pod and clove, and has a unique and highly moreish flavour profile.

Becky Davies, Head of Commercial at Ten Locks, said: “Our goal is to offer premium spirits of distinction with a clear point of difference to retailers, and that’s precisely what these brands are. Every spirit is an example of incredible innovation – whilst respecting traditional techniques – that we know will excite discerning consumers seeking great taste, quality and brands that are relentlessly striving for positive change in their own way.

“Spiced rums are gaining huge traction and the appreciation they deserve. At the same time, the raft of NPD we’ve seen has started to swing towards high sugar and – at times – low quality products, much like pockets of the gin category. Our partnerships with The Salford Rum Company and Diablesse means we step into these sectors proudly, with truly exceptional, extremely high quality and very authentic liquids with real profit potential and consumer appeal.

Speaking of the partnership with Ten locks, Salford Rum Co-founder Tommy Gaughan said: “Like the inspiration for our Salford Rum brand, Ten Locks and sister company Kingsland Drinks have a rich local history of importing wine and spirits through Salford Docks. This is an exciting step in the Salford Rum journey that allows us to continue with our dedication to work locally in the development of our business while reaching a wider audience through the Ten Locks portfolio.”

Cleo Farman, Creator of Diablesse Rum, comments: “As a Manchester brand, we are delighted to work with a Manchester-based company that shares our dedication to the rum category. It’s fantastic to work with another company that is spearheaded by a woman who has a huge passion for the industry, and for partnering with purposeful brands with a true story to tell. I have no doubt that retailers, and in turn consumers, will enjoy the access Ten Locks presents to the Diablesse brand; we’re excited to see how our footprint expands across the country as even more consumers get to enjoy this special spirit.”

Salford Spiced Rum, Salford Dark Spice Rum, Diablesse Caribbean Rum and Diablesse Clementine Spiced Rum are available to Off Trade via Ten Locks now. The three brands join Nusa Cana Rum, applewood Gin and West Cork Irish Whiskey in Ten Locks’ portfolio of purpose-led, progressive brands. For more details, contact: sales@tenlocks.com

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