Salford Rum secures national supermarket listing

Salford Rum's Dark Spice Rum

Greater Manchester’s Salford Rum has secured a national listing with the Co-op.

The company’s Dark Spice Rum will land in 90 of its convenience stores across the UK this month – marking the brand’s first supermarket listing.

Spearheading its arrival is drinks supplier Greater Manchester’s Ten Locks – a purpose-driven drinks company that champions brands striving for positive change.

Salford Rum sits in the company’s portfolio.

Becky Davies, head of commercial at Ten Locks, said: “The listing represents a significant step forward for Salford Rum and its founders, James Harrison and Tommy Gaughan, who – with incredible entrepreneurial spirit – set about making something new to rival the buoyancy we’re seeing in gin, while having a positive impact on their community.

“The Co-op will be the first retailer to make the brand available in the convenience sector; the move demonstrates consumer appetite for spiced rum as well as the enhanced role c-stores are playing at the heart of the community off the back of the pandemic.

“We’re proud to be driving Salford Rum forward and expanding its national footprint.”

Davies added: “Brands that stack up in terms of taste and purpose will really cement themselves in the year ahead, as consumers are more knowledgeable than ever after a year of making premium drinks and cocktails at home.

“Local stores are perfectly placed to win here; my advice is back brands that can attract consumers on all fronts, especially in smaller format stores where the challenge is to retain the shoppers they have serviced over the last year. Updating your range to reflect trends and proven consumer appetite is critical to longer term success.”

Co-op spirits buyer Jonathan Grey said: “Salford Dark Spice Rum will make the perfect addition to our spirits offering. It’s a well-crafted, versatile spirit that consumers can enjoy across a number of occasions.

“The trend for making premium drinks at home and experimenting with cocktail recipes has enabled smaller brands with national appeal, such as Salford Rum, to truly shine.

“It’s here to stay, with its effect a real opportunity for the convenience sector. We’re proud to stock a brand that is a proven hit with shoppers and who’s values and ethos reflect our own.”