Spirit Cartel signs up Worthy Park range of five rums

Spirit Cartel has taken on Jamaica’s oldest and only single estate rum producer, Worthy Park.

Worthy Park has its own sugar cane fields, factory and distillery all on the same 9,000 acre location, giving it absolute control over quality.

Spirit Cartel’s distribution deal with the near 350-year-old firm covers all its rums, including the four-strong ‘Rum-Bar’ range (Silver, Gold, White Overproof and Rum Cream liqueur) plus new premium sipping rum, Single Estate Reserve. Rsps range from £19.99 to £46.95.

Three of the range are 2020 IWSC Gold Medal winners, with Overproof rated by the judges as one of the top nine rums in the world. Fellow winner Single Estate Reserve is a blend of rums aged between 6-10 years, while the third, Rum-Bar Gold, features aged rums of at least four years and is a classic rich Jamaican rum best enjoyed neat or with a mixer.

The distribution deal commences as the UK rum market continues its boom. Sales reached over £1 billion (WTSA) in 2019 and further growth was predicted. That’s been borne out with recent stats from IRI revealing that, during the first three weeks of lockdown, rum experienced the highest sales uplift in any alcoholic drinks category – 92.4%.

David Hood, general manager of Spirit Cartel, says: “Working with Jamaica’s oldest rum distiller isn’t just a huge coup for us. It also means that, with Equiano, we have no less than four 2020 IWSC gold medal winners in the category. Reshaping our rum line-up is just a part of a complete overhaul of our portfolio. Even during lockdown, we’ve managed to add Copperhead gin, Equiano and now Worthy Park to it, and the journey continues.”

Spirit Cartel now operates across the whole UK and is expanding its team from six to 11.

Tel: Spirit Cartel 020-7609 4711

Published Date: September 25, 2020
Category: Product & Promotions News