Spirit Cartel adds Equiano rum to portfolio

Premium rum brand Equiano has signed a UK distribution deal with Spirit Cartel.

The agency company, whose portfolio includes Four Roses bourbon, Koch mezcal and Luksusowa vodka will focus on top-end retail, e-commerce and on-trade accounts.

The rum is already listed by several leading UK cocktail bars including Sketch, Trailer Happiness and Tayer & Elementary.

Equiano co-founder Oli Bartlam said: “The whole [Spirit Cartel] team really impressed us with their knowledge of the market and how passionate they were for the brands they represent.

There is a huge opportunity for Equiano. We have world class liquid, a powerful story to tell and philanthropic aspirations at our heart.

“We are positive that we have the right partners in place who understand our vision and can help us bring that to life in the market.”

Spirit Cartel general manager David Hood added: “The vision for our relationship is long-term.

“Spirit Cartel has been reworking its rum portfolio and Equiano has now taken its rightful place as the super-premium rum with a brand story that is gaining momentum globally.

“As the market is rapidly changing, we want to focus on premium retail, e-commerce and relevant on-trade accounts to make sure that it is easily available for consumers in every corner of the UK.”

Equiano is a limited batch blend of rum from Gray’s in Mauritius and Foursquare in Barbados and has an rrp of £49.95.