Key facts
- Vapoura Rum, founded by former rugby players Ed Jackson and Ollie Barkley, is seeking investment.
- The brand aims to offer a contemporary alternative to traditional rum imagery.
- Vapoura Rum controls its distillation process, including yeast, molasses, and botanical mix.
- The company plans to expand its presence in UK cities and explore export markets.
- Founders are looking to build a team to manage the business's next growth phase.
Vapoura Rum, an English rum brand established by former rugby players Ed Jackson and Ollie Barkley, is actively seeking investment to fuel its expansion and market penetration. The founders conceived the idea during the COVID-19 pandemic, aiming to create a British rum that could rival established international brands. Unlike many competitors who purchase bulk spirits abroad and bottle them domestically, Vapoura Rum emphasizes direct control over its distillation process, from selecting molasses to the botanical mix, to ensure a premium and authentic product.
Barkley and Jackson acknowledge that their initial financial projections for setting up the business were significantly underestimated, citing the time-consuming and costly nature of the venture. However, they remain committed to their vision, highlighting the emotional bond formed through the lengthy process of aging their rum, which has been laid down for three years. This contrasts with competitors who can readily blend existing stock.
The brand is strategically positioning itself with a contemporary and progressive image, moving away from the traditional nautical and swashbuckling themes often associated with rum. Their marketing efforts include engagement with events and music, featuring DJs and releasing their own album. Geographically, Vapoura Rum is looking to expand its reach beyond London and the Southwest of England, with plans to establish a stronger presence in cities like Manchester and Birmingham, alongside testing various export markets next year.
As part of its growth strategy, Vapoura Rum is preparing to launch a limited-edition 'Chapter 3' liquid, ideally in collaboration with another luxury English brand. The founders also recognize the need to transition from hands-on management to a more scalable operational structure. They are seeking investment to build a dedicated team for sales, marketing, and senior leadership roles over the next 18 months to two years, enabling them to elevate the brand to its next stage of development.