Shorts Boy Distillery: Tidal Rum

The Jersey-based startup Shorts Boy Distillery introduced a premium rum that adapted the spirit’s traditional tropes, winning a big share of the £35-plus UK rum market with an indicative design ROI of over seven to one.

Executive Summary

Tidal Rum is a new kind of premium rum brand created for a new kind of drinker. It takes familiar rum category tropes and transforms them utterly through a powerfully unconventional brand story, brought to life with fresh, disruptive design. In a crowded and competitive market where just 18,000 bottles of £35+ rum were sold across the whole of the UK in the whole of 2018, Tidal Rum, launched in 2019, sold over 15,000 bottles by the end of its second year, smashing all targets and expectations.

With premium rum tipped to be the next big thing after...

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