Eastleigh, Hampshire – May 6th 2026
Premium British rum producer V Rum has announced the launch of its latest expression, Dark Rum, alongside a new retail listing in selected Waitrose stores where it will sit alongside the brand’s existing Spiced Rum.
Founded by husband-and-wife team Carl and Nicole Churchill, V Rum is crafted from scratch at its Hampshire based distillery. Built from the ground up, the brand takes a hands-on, responsible approach to distilling, focused on doing things properly and making considered decisions at every step.
The launch of Dark Rum comes in response to growing demand from both trade and consumers, as the brand continues to expand its range within the premium rum category.
Produced using the same principles as the wider V Rum range, the Dark Rum delivers quality, consistency and character, supported by a considered approach to production and packaging, including renewable electricity, bio gas and heat recovery systems. It’s presented in a custom pentagon bottle made from 100% UK-sourced recycled glass, making V Rum the only UK rum brand doing this at scale, with labels crafted from 100% natural fibres and FSC-certified packaging using 90% recycled material.
The new Dark Rum is rich and layered, opening with sun-dried sultanas and fresh vanilla on the nose. The palate brings dark sugar, gentle spice and dried fruit, deepening into molasses and fruit loaf, before a smooth, toasted oak finish. A characterful rum, equally suited to sipping or mixing.
John Vine, Partner & Spirits Buyer at Waitrose commented:
“The premium rum category continues to show strong growth, driven by increasing consumer interest in higher quality, more characterful spirits. V Rum is a uniquely British-made rum, distilled in the UK from locally sourced molasses and with a keen eye on sustainability. It has built a distinctive position within this space, with a clear focus on craft and provenance. The addition of both their Spiced and new Dark Rum to our range strengthens an already well-considered portfolio, and we are pleased to continue supporting the brand as it expands within Waitrose, offering customers a refined and modern British take on rum.”
Johnny Neill, Portfolio Director at V Rum, commented:
“The launch of our Dark Rum is a natural next step, driven by strong demand from both customers and trade. As we grow the portfolio, every release stays true to our approach, focused on quality, consistency and doing things properly.” “We’re also really pleased to be partnering with Waitrose for this exciting launch. It’s a fantastic premium retailer, and having both our Spiced Rum and new Dark Rum available in selected stores around the country is an exciting moment for the brand as we continue to build momentum.”
With a focus on modern British rum, local production and a more responsible approach to craft, V Rum continues to build its presence in the category, combining ambition and authenticity with a clear point of view on how rum should be made.
