British rum tastes are changing with drinkers looking for smoother, more drinkable, luxurious varieties

According to multi award-winning British Chocolate rum producer Lucela’s, rum is continuing to enjoy a surge in popularity. Tastes have been shifting since the pandemic with consumers demanding rums that are more drinkable, small batch and luxurious, with providence. 

Evidence for this trend can be seen in the fact that Lucela’s, which produces a Premium Chocolate and Rum Spirit Drink, is continuing to see sustained growth in company size, revenue and market share since they sold their first bottle in 2022.

Lucela’s was founded by two friends, Phil Fairclough and Andrew Green. Since 2017 they’ve been making and perfecting their own unique take on rum. During the Covid-19 lockdowns, they decided to make it commercially as they struggled to find a rum that had the balance of strength, smoothness and sweetness that they were looking for. 

“People are tiring of gin and vodka, and are now searching for something new and different, there has been a clear shift towards rum – However, we couldn’t find the perfect rum” explains co-founder, Phil. “Many of them were simply too strong, too sweet, or even too creamy. We wanted something that could be drunk neat and that we could get creative with. And, more importantly, have more than one of.

“We were overwhelmed with the response. The rich, warming rum and silkiness of the chocolate worked together in harmony. It was our secret drink that we shared with friends and family. We quickly couldn’t keep up with demand from them so we decided to share it with everybody,” says Andrew. 

A year after selling their first bottle of Chocolate and Rum Spirit Drink, it was named the World’s Best Chocolate Liqueur at the World Drinks Awards. 

“Customers aren’t just buying it once; they’re ordering it again and again. Like ourselves, people are after a different rum drinking experience. They want something smooth and drinkable, but they also want it to feel like it’s a special moment. Mass produced drinks are feeling out of favour and making way for hand blended, luxurious grown-up treats.”

The TikTok phenomenon in lockdown gave a rise in home mixology and a preference for interesting, decadent flavours which is also giving artisan rum in the UK a boost. 

Since the first bottle was sold in 2022, Lucela’s, which is located just outside Blackpool, has introduced several new products to the range, including an indulgent gift set containing the Lucela’s Chocolate and Rum Spirit Drink and dark/milk chocolate shot cups handmade by a 3rd generation local chocolatier. They also make a very grown-up chocolate rum and raisin chocolate bar.

The Chocolate and Rum Spirit Drink is available in several sizes, from 50ml to a litre. RRP for a 700ml bottle is £30.

For more information about Lucela’s and to buy the Lucela’s Chocolate and Rum Spirit Drink, visit www.lucelas.co.uk.