Atom Brands debuts That Boutique-y Rum Company

Oct 24, 2018by Owen Bellwood

UK group Atom Brands has expanded That Boutique-y Drinks Company with the launch of a third independent bottling venture – That Boutique-y Rum Company.

That Boutique-y Rum Company, which has been developed alongside rum expert Peter Holland, joins That Boutique-y Whisky Company and That Boutique-y Gin Company. The range will initially consist of nine rums, with the brand hoping to bottle additional expressions sourced from lost distilleries – such as the Caroni Distillery in Trinidad and Monymusk in Jamaica. The range will also include a number of “secret distillery” bottlings. Holland said: "That Boutique-y Rum Company has honesty at its core. The strengths of the category are the differing styles, the emotional connections that are formed through heritage and travel, and (for good and bad) the accompanying history.” That Boutique-y Rum Company will have its own classification system for its range, which the brand hopes will make it easier for consumers to navigate the different expressions. Expressions are categorised by method of production, with labels carrying markers indicating whether each bottle hails from a single distillery or multiple distilleries, from a traditional column still or a pot still. Michael Vachon, co-founder of Maverick Drinks, which imports, distributes and develops Atom Brands' products, said: "That Boutique-y Rum is such an exciting range for us to bring to our partners – one that will continue to grow and evolve over the coming years. "Each bottling will be small batch and limited edition, with a fresh approach to rum categorisation that is all about the process and the provenance, not the colour.” That Boutique-y Rum Company has collaborated with popular digital painter Jim’ll Paint It to create bespoke labels for each bottling. The labels tell stories about the rum, the distilleries or simply demonstrate the personality behind the Boutique-y releases. The range will be available from tomorrow (25 October) through online retailer Master of Malt as well as a number of specialist spirits retailers, including Selfridges, Hedonism and The Good Spirits Company.