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...