British-Born Rum: How UK Entrants Are Disrupting the Rum Market 

There is a new wave shaking up the UK’s market. Rum sales in Great Britain’s on-trade reached a lavish £1.1 billion (US$1.4bn) by December 2023, signifying our growing thirst for rum. Gen Z play a part in this significant growth, with 38% of consumers regularly enjoying a drink as a result of its pleasant flavour.  

As UK brands capitalise on the burgeoning rum revival, sustainable packaging emerges as a pivotal tool. It’s a testament to British innovation, resonating with Gen Z’s pursuit of ethical brands while upholding quality and a luxurious aesthetic. 

We’re examining the key elements driving this growth and investigating what the future of British-born rum holds. 

Sustainable Packaging That Elevates British Distilling

In today’s premium spirits market, British rum is carving out its place, not just with bold flavour profiles, but with real values. Modern consumers expect more from their drinks. More transparency, more craftsmanship, and more commitment to sustainability. Ethical distilling, responsibly sourced ingredients, and sustainable packaging are pivotal  

British rum producers are rising to this challenge, blending traditional rum-making heritage with forward-thinking innovation. That includes their packaging choices. Sustainability doesn’t mean compromising on aesthetics, in fact, it enhances brand perception, reinforcing quality and values with every pour. 

At Verallia, we support this new wave of rum makers by delivering premium, sustainable glass packaging that reflects their ambitions. With over a hundred years of knowledge, and a passion for sustainability, our experts understand how to balance standout design with environmental responsibility. Whether you’re an established distillery grounded in tradition or an emerging British rum brand rewriting the rules, our tailored packaging solutions are designed to elevate your rum, and your reputation. 

British-Born Rum: The Major Players

Dropping Into the British Rum Scene

Although rum has long been rooted in Caribbean tradition, a new wave of British rum makers is redefining the category.  

Enter DropWorks Distillery. A bold, British-born rum producer with a mission to shake up the status quo. Taking a fresh approach, DropWorks is bringing rum into the modern era, championing high-quality ingredients, precision distilling, and a firm commitment to sustainability. Founder, Lewis Hayes writes “We are free to follow our own path, and this allows us to tap into some of the scientific, creative and artistic knowledge that Britain is famed for.” 

To align with their ethos of championing British innovation, they turned to Verallia to  wanting a bottle that would honour tradition, support sustainability, and deliver standout shelf appeal.  

The result? The ‘Patet’ from our ECOVA range. Known for its tall, elegant silhouette and reduced weight, Patet was the ideal choice to complement DropWorks’ vibrant, tropical flavour profiles while lowering environmental impact. Lightweight and responsibly crafted, it captures the essence of modern British distilling: quality-driven, forward-thinking, and sustainably led. 

Drifting Forward: A New Era for British Rum

Another key name in Britain’s growing rum scene is Two Drifters. As the world’s first carbon-negative rum, they’re a standout example of how a spirit rooted in tradition can be reimagined through British innovation. Their pioneering approach includes partnering with a carbon capture company, running on renewable energy, and using closed-loop cooling systems – all of which reflect a deep commitment to responsible, future-focused distilling.  

For their latest bottle, Two Drifters partnered with Verallia to move to a more sustainable packaging solution from their previous bottle that reflected their forward-thinking ethos while delivering a refined, elevated experience. Our slender Blackwell bottle from our Selective Line was the perfect match, seamlessly blending sophistication with practicality. Weighing 30% less than their previous design, the new bottle significantly reduces carbon emissions across manufacturing and transport. Finished with a vibrant label and tamper seal, the result is a bold, contemporary bottle. Perfectly designed to resonate with the next generation of conscious consumers. 

Verallia is proud to champion the growing British rum movement, delivering distinctive, sustainable packaging solutions to brands of every scale, from emerging disruptors to established distilleries. 

The Future of British Rum

The premiumisation of rum and the increasing popularity of cocktails has suggested a promising future for British brands. Over the next five years (2022–2027), the market is forecast to expand at a compound annual growth rate of 2%. Sustainability is an essential part of this rum revival, with consumers willing to pay 12% more for products with a reduced environmental impact. 

For emerging and established rum brands alike, this presents a powerful opportunity to stand out.  not just through quality and craft, but through conscious choices that reflect modern values. From carbon reduction to sustainable packaging, building sustainability into your brand is now key to long-term success. 

At Verallia, we help rum distillers capture this spirit of innovation through sustainable glass packaging that doesn’t compromise style. Whether you’re reimagining your flagship bottle or launching a bold new SKU, our team is ready to support your next chapter. 

Discuss your next bottle with our team today.